# Ultra-Thin Sandwich Cookies Trader Joe’s Joe-Joe’s Slims are a Slimmer Take on an Iconic Cookie By Katherine Pendrill | Published 2019-02-01 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/joejoes-slims References: [traderjoes](https://www.traderjoes.com/digin/post/joejoes-slims) [Trader Joe's](https://www.trendhunter.com/trends/double-chocolate-wafer-cookies) Joe-Joe’s have a cult following and now the chain is expanding on the popularity of the [sandwich cookies](https://www.trendhunter.com/trends/oreo-zero-sugar) with a new version called Joe-Joe’s Slims. With all the delicious flavor of the originals, but a thinner profile, these new cookies are perfect for snacking. Trader Joe's original Joe-Joe’s consist of two chocolate cookies sandwiching a sweet vanilla creme. The new Joe-Joe’s Slims are similar, but the cookies are even thinner with "the texture and snap of a cracker." There is also less creme in the middle, giving the cookies a lighter profile and making them easier for munching. With a growing number of consumers looking for better-for-you snack options, the new Joe-Joe’s Slims are a lighter take on a popular treat. Image Credit: *Trader Joe's.* ## Trend Insights (Trend Hunter) - Score: 0.8/10 - Popularity: 12% | Activity: 5% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Lighter Snacks:** Creating lighter versions of popular treats to cater to the growing demand for better-for-you snack options. - **Thinner Profiles:** Developing products with thinner profiles and unique textures to offer a new and enjoyable snacking experience. - **Cult Following:** Capitalizing on the cult following of a popular product by introducing variations that maintain the original flavor while adding a unique twist. ### Industries Being Reshaped - **Food and Beverage:** Exploring opportunities to innovate within the food and beverage industry by developing lighter snack options and unique product textures. - **Consumer Goods:** Harnessing the demand for better-for-you snack options to disrupt the consumer goods industry by introducing lighter versions of popular treats. - **Retail:** Maximizing market appeal and customer engagement in the retail industry by offering variations of cult-favorite products with new profiles and textures. ## Related on Trend Hunter - [Sandwich Cookie-Based Granolas](https://www.trendhunter.com/trends/joes-joejoes-granola-cookies-creme.md) - [Cinnamon Bun Sandwich Cookies](https://www.trendhunter.com/trends/cinnamon-bun-inspired-joejoes-sandwich-creme-cookies.md) - [Carefully Crafted Wafer Cookies](https://www.trendhunter.com/trends/double-chocolate-wafer-cookies.md) - [Snackable Miniature Cookies](https://www.trendhunter.com/trends/mini-chocolate-chip-cookies.md) - [Seasonal Pumpkin Sandwich Cookies](https://www.trendhunter.com/trends/pumpkin-spiced-joejoes.md) - [Thin Meyer Lemon Cookies](https://www.trendhunter.com/trends/meyer-lemon-cookie-thins.md) - [Tiny Dime-Sized Cookies](https://www.trendhunter.com/trends/tiniest-chocolate-chip-cookies.md) - [Crisp Thin Cookies](https://www.trendhunter.com/trends/thin-cookies-nyc.md) - [Textural Cookie Sandwiches](https://www.trendhunter.com/trends/chip-city-cookies-thins-thinwiches.md)