The Popular Brand Rumored To Be Hiding Behind Trader Joe's' Macaroni And Cheese Might Surprise You

Whimsical artwork, unique snacks, and trendy marketing are some of the clever ways Trader Joe's encourages customers to spend more while shopping. The brand's private label items often attract customers who are looking to avoid buying from giant corporations. However, one recent post on the r/traderjoes Reddit board highlights how the chain might not be so different from other grocery stores after all. The Reddit user titled the post, "Confirmation that Trader Joe's' Organic Shells and White Cheddar Macaroni and Cheese is just Annie's Mac and Cheese rebranded!" Included in the post is a photo of Trader Joe's Organic Shells and White Cheddar macaroni and cheese with a cheese packet that still has the iconic bunny branding from Annie's Homegrown.

While some users seemed upset about the revelation, others pointed out that disguising common brands as private label items isn't a practice exclusive to Trader Joe's, "... most brands in the food world are made by the same manufacturers. They're just packaged in different labels and charge different prices." Other companies like Walmart use private label branding targeted to customers who want to save money, but behind the Great Value label on items like bread are major brands like Sara Lee. Even with the understanding that repackaging certain items isn't anything new, some consumers aren't happy with what feels like dishonesty, especially those who purchase Trader Joe's products intentionally over other brands like Annie's Homegrown in an effort to avoid certain ingredients.

In the same Reddit thread exposing the Trader Joe's Organic Shells and White Cheddar Macaroni and Cheese as Annie's Homegrown, one user commented on the recent ingredient change in Annie's Homegrown macaroni and cheese. "That's disappointing. Trader Joe's has done a decent job not including harmful additives, unlike Annie's who recently reformulated many of their products, including their Mac & Cheese." Annie's Homegrown was bought by General Mills in 2014, but recently changed the recipe to include cornstarch in place of real milk and butter. The updated formula also provides less protein and calcium than before.

When a brand is bought by a large company, ingredient changes can be enough to push loyal customers away. For example, when the recipe changed after being sold to Highlander Partners, many hot sauce fans said goodbye to Tapatio. While some optimists have pointed out that Trader Joe's may be parting ways with Annie's after the recipe change and that it will take time to sell remaining inventory — it can feel like a breach of trust for those who intentionally don't want to support Annie's after the recipe change. It makes sense to read the ingredients on what you buy, but if a seemingly random recipe change happens and it isn't clearly marked on the artistic Trader Joe's box, shoppers might not know to re-check something they've already decided is a trustworthy product.