Trader Joe’s PB&J Milk Chocolate BarPosted: February 28, 2013
Let’s talk wonder.
As a fully-functional adult, I assumed my soul had been successfully numbed to the tingle of effervescent wonder I experienced as a child. It was much to my surprise then that I found myself gob-smacked, properly gob-smacked, when I walked into the Wonka Candy Company’s flagship store in downtown Los Angeles the other night and discovered a glittering, whimsical showroom torn straight from the pages of childhood fantasy.
Elaborately waistcoated chocolateurs glided about between ornate candy displays, curtains of heavy purple velvet, and delicate confections that looked more like art than candy. Clearly a well researched decree from the marketing department had lead a team of skilled Imagineers, or even Visioneers, to design room said room for the explicit purpose of actually induce levity in adults. Well done, corporate America. However, what most stirred the rusty ventricles of my full-grown, deadened heart were the glass globes displaying prototype chocolate bars representing the furthermost edge of whimsical chocolate research. Amid the glittering confections and novelties sat the Peanut Butter and Jelly Chocolate Bar – an innovation that struck me as being as brilliant as it was outré.
“The market will never be persuaded to adopt it!” I declared to the world at large, so stunned was I by the audacity of the thing, so sure I would never see it in any normal store.
Reader, you might well imagine my surprise when just this last week, as I meandered through my local TJ’s, my roving eye chanced to fall upon Trader Joe’s own Peanut Butter and Jelly Milk Chocolate bar. Shocked? I practically dumped in my pants.
So I bought one. And how was it? It was…good. Kind of. The thing about this particular chocolate bar, whimsy aside, is that there’s not a whole lot of alchemy going on. The bar doesn’t synergize into something more than the sum of it’s parts – it’s exactly the sum of it’s parts and no more. The milk chocolate tastes like milk chocolate, the peanut butter tastes like peanut butter, and the raspberry jelly tastes like reasperry jelly. End of story.
The bar is well put together certainly. The peanut butter and jelly are layered in discrete, unmingled layers just beneath a thin sheath of chocolate. Both condiments run the whole length of the bar in equal proportion ensuring each bite delivers an equal mix of all three ingredients. And while that’s good, it’s still not great.
Part of the issue is that the PB&J, in being kept so totally unmixed, taste just like the PB&J you had in so many sandwiches as a youngster. Now peanut butter is good and jelly is a fine condiment as well – but have you sat down to a peanut butter and jelly sandwich lately? Make yourself one today. Use some Jif peanut butter and some Welch’s raspberry jelly. Take a bite, tell me what you think. Not bad, right? But not exactly great either. Not something you’re going to rave about.
It’s a noble feat, delivering such a whimsical chocolate bar to store shelves, but not a resoundingly successful one. The bar is passably good, but uninspired. Trader Joe’s does great chocolate, they do some great peanut butter and peanut butter replacements. Perhaps if this bar had been formulated with some more exquisite ingredients it would be more than just a novelty candy bar.
Perhaps it’s my deadened adult heart. Perhaps it’s that the child in me to that once so loved PB&J sandwiches has been defeated by spreadsheets and traffic jams. Or perhaps I have grown up and moved onto bigger and better things. In either case, this whimsical bar doesn’t justify a second purchase.
Would I Recommend It: If you’re curious go ahead, but keep your hopes low.
Would I Buy It Again: No sir, I wouldn’t.
Final Synopsis: Might as well spread some Jiff and Welch’s on a Hershey bar.