|What it is:||Really good marshmallows.|
|Price:||$2.99 for a 10 oz. bag|
|Worth it:||Yes. Dense, sweet and creamy.|
Beets, man. I keep giving them a chance, and every time I do, they squander their opportunity. Our example today is Trader Joe’s Just Beets. I got suckered in this time the same way as every time. “Surely,” I thought, “they wouldn’t just sell you dehydrated beet slices if they weren’t secretly delicious, right?” It’s a lesson life first tried to teach me when I was at a restaurant that had a special “Jiffy Burger” on the menu – a hamburger slathered in peanut butter. “Surely,” I thought, “they wouldn’t just sell you a hamburger with peanut butter on it if it wasn’t secretly delicious, right?”
That hamburger wasn’t delicious, and neither are these beets. Admittedly, that’s just my opinion. If you already like beets, you’re probably going to like these.They are, as the bag says, just beets. In fact, the best thing I can personally say about these beets is that, with proper application of a dramatic pause, it’s fun the say the name.
“Do you want some of this?
“What is it?
“Trader Joe’s….Just beets!”
Is an example of the sort of conversation I’ve been having. Unsurprisingly, this has not proven to be an effective way to pitch the product.
What you’re signing up for is right there on the label… and in the ingredients… and inside the bag. Just beets. Dehydrated beets in fact. The product copy proudly touts that “97% of the water has been removed.” If only they could have kept on going and removed the beets as well.
To be fair, of all the beet products I’ve tried from Trader Joe’s, aside from the rather tasty the beet hummus, this is probably my favorite – if only because most of that ruinous beet flavor has been extracted from them. As in most dehydrated foods, the bold flavor of the fresh produce has been muted. That’s just an unavoidable part of the dehydrating process, and, in this case, a perk. However, the vivid deep purple coloration is still there, as is the signature beet aftertaste – that long lingering flavor of the earth that simply won’t leave you be.
In short, I hate beets and think they’re ruining the world – but hey, I’m prejudiced. With that in mind I reached out to a good friend to serve as a special guest taster. She spent time living in New England, and developed a taste for beets, turnips and all the other dire root vegetables of those dour, cloud-saddled states. She loved them flavorful beet chips – calling them, “awesome”. Not only are they still quite beet-y tasting, they’re cut thick enough that even after dehydration most of the chips were intact – perfect little burgundy circles that pack a strong, satisfying crunch. Even more, she loved them as an easy way to get at that distinctive beet flavor in an easy to manage and accessible way.
Assuming you like beets, the only other caveat I’d mention is the price. You’ll pay well for access to this delicious taste – $2.99 for a 1.3 oz bag. I know that dehydrated food tends to be expensive, but doesn’t that seem a little steep for what is, by their own admission, just beets?
If for some reason you’ve subscribed to a love of beets – a love I can only describe as sinister and Lovecraftian – then you’ll probably really enjoy Trader Joe’s Just Beets. You could probably go crazy and dip them in your beet hummus and wash it down with some TJ’s beet juice. Or if you’re sane, like me, then you’ll want to give them a wide berth.
Some time ago I published my review of Trader Joe’s original Cold Brew Coffee Concentrate. The product was, needless to say, an instant hit. 24 ounces of fine, dark coffee, cold press-expelled and concentrated 2-to-1. It not only scratched that caffeine itch, but it did it in a damn nice way. It was, in its own way, the cookie butter of the coffee drinking world – a remarkable game changer that everyone can agree on.
Now, I’m not much of a coffee drinker myself – my monthly coffee intake is roughly equivalent to what most people drink in one morning. I bring up this as a sort of inverse bona fides – I really know next to nothing about coffee. Nevertheless, even I, untrained palette I, was able to appreciate the fine, if subtle, qualities present in Trader Joe’s Cold Brew Coffee Concentrate. In fact, TJ’s cold brew coffee is responsible for the very first redaction I ever ran on this blog. After giving it an initial rating of “Eh, I don’t get what the big deal is”, I ended up going back to the bottle time and time again, until I’d polished the whole thing off. It’s that good. Even an untrained, unsophisticated coffee drinker preferred it to ordinary brewed coffee.
What’s the appeal? The biggest difference is that cold brew coffee is almost unbelievably mellow and unacidic, compared to ordinary brewed coffee – even for “low acidity” blends. When coffee grounds are cold brewed they’re basically just soaked – soaked in cool water for a day or more until gentle osmosis has impregnated their medium with all the flavor and caffeine of the bean. This lengthy process is the reason you have to buy your cold brew coffee pre-made – and why Starbucks runs out of it part way through the day. You simply can’t brew up more of this stuff on command.
As a result of this patient process, the resulting coffee avoids any of the acrid components that show up in hot-brewed, or over-cooked coffee, while also teasing out more subtle aspects of the bean that obliterated by being exposed to boiling temperatures. The coffee is still as bold, bitter and brawny as it would be of it was hot brewed, it’s just easier on the palette, teeth and, importantly, stomach.
So if Trader Joe’s cold-brew coffee is already such a hit, what does this new variety have to offer? Why bother with a French Toast? To be honest, there’s really not a whole lot of difference between the new brew and the old brew – more crunchy cookie butter vs. smooth than of cookie butter vs. oreo cookie butter.
“French roast” just refers to how long a
coffee bean has been roasted for, before grinding. In this case, a very long time. On the informal scale of bean roasting, the French is the penultimate roasting designation – only the Italian roast subjects beans to more heat for longer. As you might expect, a longer roast results in more of that smokey, toasty, roasted taste, but at the cost of burning away any individual characteristics of the original bean. As such, it’s not usually the coffee conisseur’s first choice. However, that same extended roasting process also breaks down the acid in the bean, making it a naturally choice for those looking for a lower acidity brew.
The end result means that this brew is a little bolder and even less acidic than its forbearer. Those are both pluses in my book. If you’re looking to expand your cold brew experience, or just trying to find the least acidic coffee on the market, you’ll want to give this one a try.
Would I Recommend It: Yup – if you like cold brew coffee, you’ll like this.
Would I Buy It Again: This jug is a 2x concentrate, so it should last me a year or so.
Final Synopsis: More of what you live in a cold brew.