Every time I hear a conversation between someone going to the Mainland and someone who isn’t, it goes something like this:
“You’re going to Vegas?”
“I’m leaving next week.”
“You going to Trader Joe’s?”
“I guess. Why? What you want?”
“Cookie Butter. Have you heard of it? OHMYGOD you HAVE to bring me back some. Maybe three. I think there’s a limit. Anyway. Whatever you can. I’ll pay you. I’ll pay you extra.”
So it was the other week when two of my friends were heading to the Mainland. One to Vegas, the other to Los Angeles. People — even some they didn’t know — were putting in orders for the fanatically popular gingerbread spread by the Holland company Speculoos.
And when I say, “fanatically popular,” I’m not kidding.
Trader Joe’s, which sells three different versions — creamy, crunchy and cocoa swirl — of this spread, is frantically trying to keep up with demand. Already, its Las Vegas stores have had to set limits on how many customers could purchase. And back in April, Trader Joe’s reported a shortage of the Speculoos products in its stores across the country, with some stores reporting the spread completely out of stock.
So what’s with this Cookie Butter craze?
To be honest, when I first tried it earlier this year, I thought it was good. Better than OK but not so mind-blowingly good that I’d bid for it on eBay or pay to check-in a suitcase just to lug the stuff home.
And I love gingerbread.
Turns out, I’m not the only one wondering about the cult following for this bottle spread.
I posted a photo of a jar of the Cookie & Cocoa Swirl, the latest flavor (and craze) in the line, and I got a few mixed reviews.
Some, like my Facebook friend Jeff, who picked up a bottle a year ago in Arizona, referred to Cookie Butter as crack: “I just want to keep eating it!”
But others, like David, tried it and wasn’t impressed: “I don’t know what all the hype is about.”
So I’m throwing it out there: what’s with this fascination over Cookie Butter? What am I missing? Or do you think it really lives up to its hype?
Let the debate begin!