The Sneaky Way That Trader Joe’s Gets You to Buy More Frozen Food
Updated: Jul. 30, 2020
Ever wonder how you ended up with that bag of frozen cauliflower gnocchi in your basket? Here's an explanation.
Trader Joe’s is known for its bargain buys, seriously loyal customers and employee perks. While the brand is a chain, it’s focused on selling quality food at an affordable price and elevating each location’s local community. For many, shopping at TJ’s is a feel-good event for both heart and wallet.
However, the supermarket does have some tricks up its sleeve that encourage customers to spend more money. One such tactic? The way the store sets up its legendary frozen food section.
Having Fewer Choices Makes Life Easier
According to a video published by Business Insider, too many choices can overwhelm a consumer. And according to the video’s star, Barry Schwartz, PhD, a psychologist who coined the term “the Paradox of choice,” Trader Joe’s pays special attention to the amount of choices they give their customers. In comparison to a larger chain store, for example, TJ’s offers a smaller selection of goods. This, Schwartz says, makes the consumer’s life easier.
But Frozen Food Goes Undiscovered
Americans love the convenience of frozen food. However, many customers make only quick visits to the frozen food aisles, and they often know what products they want. (Staples like frozen meatballs or a pint of ice cream, for example). Since no one wants to spend extra time in the coldest area of the store, this buying habit tends to limit product discovery—and impulse buys.
By the way, we found all the best frozen foods at Trader Joe’s.
Ease Meets Freeze at Trader Joe’s
In keeping with the Trader Joe’s tradition of making lives easier, the company chose to remove barriers in the frozen food section. The brand keeps its frozen food in open bins with no glass doors, bringing consumers closer to the goods. This encourages shoppers to read labels, check out packaging, discover new products—and ultimately add a few extra favorites to their cart!
Psst…Â Keep your eye out for these healthy frozen food items next time you’re at Trader Joe’s.
Still haven’t gotten enough of frozen food? Try the best frozen meatballs you can find in stores!
Recipes That Start with Frozen Vegetables
Slow-Cooked Green Beans
I spent hours in search of sides for a cooking demo to present to women from my church. These easy green beans became my star attraction. —Alice White, Willow Spring, North Carolina
Crumb-Topped Broccoli Bake
Broccoli is one of the main crops grown in this area. This recipe has pleased just about everyone who has tried it, including some who said they didn't like broccoli. —Hope Huggins, Santa Cruz, California
Quinoa with Peas and Onion
Even picky eaters will love this protein-packed dish. If you have freshly shelled peas on hand, substitute them for the frozen. —Lori Panarella, Phoenixville, Pennsylvania
Spanakopita Pinwheels
I'm enthralled with spanakopita, and this spinach and feta pinwheel recipe was a quick and easy way to enjoy it. I have used this for teacher get-togethers and family events. —Ryan Palmer, Windham, Maine
Slow-Cooked Vegetables with Cheese Sauce
Who can pass up veggies smothered in cheese? No one I know! This is an inviting recipe to serve kids who normally shy away from vegetables. —Teresa Flowers, Sacramento, CA
Pesto Pasta & Potatoes
Although this healthy pasta dish is pretty simple to begin with, it's made even easier because you can throw the green beans and pasta into one big pot to cook. —Laura Flowers, Moscow, Idaho
Muffin-Tin Chicken Potpies
I made these personalized chicken pot pies in muffin tins for my kids, and they gobbled them up. For the record, the grown-ups did, too! —Melissa Haines, Valparaiso, Indiana
Chicken Stir-Fry Bake
One night I decided to use frozen vegetables in my chicken stir-fry. Not wanting to stand watch over the stovetop, I baked the entree in the oven. People say this tastes like it’s hot from the skillet. What’s more, it’s ready in little more than half an hour! —Carly Carter, Nashville, Tennessee
Chili Cottage Pie
This filling cottage pie is super simple and loaded with flavor. The kids love to help layer it up. —Jacob Miller, Ledyard, Connecticut
Spinach Turnovers
The flaky cream cheese pastry adds sensational texture to these hot appetizers—and just wait until you taste the wonderful filling. I usually fix a double batch and freeze some to have on hand in case unexpected guests drop by. — Jean von Bereghy, Oconomowoc, Wisconsin
Butternut & Portobello Lasagna
Lasagna gets fresh flavor and color when you make it with roasted butternut squash, portobello mushrooms, basil and spinach. We feast on this. —Edward and Danielle Walker, Traverse City, Michigan
Pressure-Cooked Broccoli Egg Cups
Serving brunch? These delicious Instant Pot egg cups are filled with crunchy bites of broccoli and served in ramekins. I promise your company will love this tasty recipe! —Edna Hoffman, Hebron, Indiana
Corn Spoon Bread
This slow-cooked spoon bread is more tender than corn pudding made in the oven, and the cream cheese is a nice addition. —Tamara Ellefson, Frederic, Wisconsin
Thai Red Curry Chicken & Vegetables
The key to this curry chicken is getting complex flavors without heaviness. For the veggies, I like colorful pea pods, sweet red peppers and water chestnuts. —David Dahlman, Chatsworth, California
Broccoli Scalloped Potatoes
The combination of ham and cheese creates a wonderfully smoky flavor. I also love that I can cook an entire meal—vegetable and all—in one standout dish. —Denell Syslo, Fullerton, Nebraska
Bacon Pea Salad
My husband absolutely loves peas. My middle son isn't the biggest fan, but he loves bacon. So, I combined the two, and it was perfect! This pea salad is an awesome side dish, especially for barbecue. —Angela Lively, Conroe, Texas
Turkey Dumpling Soup
Simmering up a big pot of this soup is one of my favorite holiday traditions. This is a variation on a recipe my mom made while I was growing up. My husband and children can't get enough of the tender dumplings. —Debbie Wolf, Mission Viejo, California
Hot Collards and Artichoke Dip
Anyone can pull off spinach and artichoke dip—so brighten it up using collard greens for a southern twist. Serve this dish with warm garlic naan or tortilla chips. —Billie Williams-Henderson, Bowie, Maryland
Creamy Jalapeno Corn
This comforting and creamy corn side dish is appealing to almost everyone. It gets its spicy kick from jalapeno peppers.—Judy Carty, Wichita, Kansas
Au Gratin Peas and Potatoes
While this delicious potato skillet is a wonderful side dish, we find it satisfying enough to be a main course, too. The skillet preparation takes less time than it does to bake an au gratin casserole or scalloped potatoes—but it's still good old-fashioned comfort food at its best! —Marie Peterson, DeForest, Wisconsin
Miso-Buttered Succotash
The miso paste in this super simple and healthy canned vegetable recipe gives depth and a hint of savoriness. To brighten the flavor profile even more, you could add a splash of your favorite white wine. —William Milton III, Clemson, South Carolina
Pronto Vegetarian Peppers
In the summer I love to serve these peppers with salad and a roll. At the end of summer, I freeze them for cold months when produce costs are high. For a hot meal on a cold day, I love to serve them with a side of warm pasta tossed in olive oil. —Renee Hollobaugh, Altoona, Pennsylvania
Creamy Noodle Casserole
My husband, Ronald, works long hours and frequently doesn't arrive home until past 7 p.m. This casserole is ideal for those late nights—it's just as tasty after it's been warmed in the microwave. —Barb Marshall, Pickerington, Ohio
Three Cheese Artichoke & Spinach Dip
Grated Parm, shredded mozzarella, cream cheese, mayo and butter make this dip as decadent as it gets. —Taste of Home Test Kitchen, Milwaukee, Wisconsin
Zesty Sugar Snap Peas
Lemon pepper and garlic make these crisp-tender sugar snap peas flavorful and a nice accompaniment to a variety of entrees. You'll come to rely on this six-ingredient recipe. —Taste of Home Test Kitchen
Chicken Broccoli Shells
This cheesy entree is a make-ahead dream. Just assemble it ahead of time and put it in the oven when company arrives. I round out the meal with a tossed salad and warm bread. —Karen Jagger, Columbia City, Indiana
Beef Orange Stir-Fry
This dinner for two is loaded with lots of flavor and color. Red pepper flakes add a little kick to the orange beef sauce, and the tender veggies add a pop of color. — Taste of Home Test Kitchen
Southern-Style Egg Rolls
Sausage, black-eyed peas and turnip greens give these unique egg rolls a decidedly southern accent. When I bring them to a party, I always come home with an empty plate. —Holly Jones, Kennesaw, Georgia
Parmesan Kale Casserole
I tried coming up with a creative way to use kale, and the result was a cheesy casserole. When my husband sampled it, he absolutely loved it. Bits of summer sausage add heartiness. —Diana Johnson, Auburn, Washington
Holiday Brussels Sprouts
Make Brussels sprouts special with peas, celery and, of course, bacon. The recipe doubles easily if needed. —Jodie Beckman, Council Bluffs, Iowa
Cool Beans Salad
This protein-filled dish could be served as a colorful side dish or a meatless main entree. When you make it, double the recipe because it will be gone in a flash! The basmati rice adds a unique flavor and the dressing gives it a bit of a tang. —Janelle Lee, Appleton, Wisconsin
Dill & Chive Peas
Growing my own vegetables and herbs helps keep things fresh in the kitchen, but frozen peas make this side is a breeze to prepare. —Tanna Richard, Cedar Rapids, Iowa
Pork Tenderloins with Wild Rice
Apricots say sweet things to earthy herbs in this gravy-licious meal. Remember this recipe—it’s worthy of a weekend celebration. —Taste of Home Test Kitchen
Spinach-Artichoke Stuffed Mushrooms
I used this recipe when I was in a culinary-arts program and had to prepare an entire buffet by myself. It’s an impressive party appetizer yet goes together so easily. —Amy Gaisford, Salt Lake City, Utah
Southwestern Sauteed Corn
My mother-in-law came up with this corn skillet dish one night for dinner. Everyone who tries it absolutely loves it! —Chandy Ward, Aumsville, Oregon
Slow-Cooked Broccoli
This family-favorite side dish is quick to fix and full of flavor. Because it simmers in a slow cooker, it frees up my oven for other things. That's a tremendous help when I'm prepping a big meal at home. —Connie Slocum, Antioch, Tennessee
Creamy Spinach & Rigatoni Bake
Macaroni and cheese is one of the ultimate comfort foods. My recipe gives it an Italian twist. —Tammy Rex, New Tripoli, Pennsylvania
Asian Snow Pea Toss
My love for Asian flavors sparked the idea for this easy, healthy side dish. For this Asian salad, I use just-picked peas from our garden and serve it with grilled chicken. — Mary Ann Dell, Phoenixville, Pennsylvania
Cajun Corn Soup
I found this recipe years ago and substituted Cajun stewed tomatoes for a bolder taste. Now I prepare this dish for out-of-state guests who want to taste some Cajun food. Everyone who tries it gives it high marks. Plus, it's easy to prepare. —Sue Fontenot, Kinder, Louisiana
Creamy Carrot Casserole
My mom and I developed this recipe to see if there was a carrot dish that even people who don't care for carrots would enjoy. So far, I haven't met anyone who hasn't liked this casserole. —Laurie Heward, Fillmore, Utah
Tuscan Artichoke & Spinach Strudel
Strudels originated in Austria and often boast sweet flavors. This one is savory with Tuscan influences of tomatoes, mushrooms and pesto. —Jeanne Holt, Mendota Heights, Minnesota
Ham and Asparagus Casserole
With hard-cooked eggs and asparagus, this family-favorite casserole is perfect for all occasions. But it's especially nice for springtime brunches. —Donetta Brunner, Savanna, Illinois
Broccoli Veggie Pasta Primavera
Chock-full of veggies, this simple, colorful pasta makes a filling dinner. In smaller servings, it works equally well as a side dish. —Stephanie Marchese, Whitefish Bay, Wisconsin
Asian Beef and Noodles
Asian beef recipes don't get much simpler. This colorful, economical stir-fry dish takes only five ingredients—all of which you're likely to have on hand. Serve with a dash of soy sauce and a side of pineapple slices. —Laura Stenberg, Wyoming, Minnesota
Broccoli Biscuit Squares
With their cheesy biscuit-like crust, these pretty squares disappear quickly at our house. We eat them for breakfast, brunch and dinner. —Vi Janus, Pelican Lake, Wisconsin
Ham & Veggie Casserole
I’ve paired ham with broccoli and cauliflower for years. To complete this casserole dinner, I pass around some dinner rolls. —Sherri Melotik, Oak Creek, Wisconsin
Cazuela
I learned to make this dish while we were living in Chile for a few months. We grow extra butternut squash in our garden just for this recipe. —Louise Schmid, Marshall, Minnesota
Make-Ahead Spinach Manicotti
When I invite people to dinner, many have started requesting this pasta bake ahead of time because it's that good. Plus, the manicotti is stuffed before it's cooked, making it even more convenient. —Christy Freeman, Central Point, Oregon
Turkey Curry with Rice
When I have leftover turkey and a hankering for non-holiday food, I make turkey curry with carrots, cauliflower and mango chutney to spoon over rice. —Nancy Heishman, Las Vegas, Nevada
Favorite Chicken Potpie
This is the best chicken potpie recipe! Chock-full of chicken, potatoes, peas and corn, this recipe makes two golden pies, so you can serve one at supper and save the other for a busy night. —Karen Johnson, Bakersfield, California
Originally Published: July 24, 2019
