'Tastes Like Punishment': Costco Shoppers Can't Stand This Bread

We may receive a commission on purchases made from links.

When Costco produces a culinary hit, fans of the warehouse giant may seem to go a bit wild. There's a reason that we assembled a list of the best new Costco food items of 2025 and spilled virtual ink on amazeballs purchases like the coffee that first-time Costco shoppers must buy. A Costco home run hits hard, but it turns out that the home of the cheap food court hot dogs and cult favorite, inexpensive rotisserie chickens is hiding a few real stinkers, too — chief among them BFree High Protein Carb Savvy Tortillas. On paper, these wraps sound like winners: they boast 11 grams of protein, just 3 net carbs per tortilla, and are both wheat-free and dairy-free. All those virtuous boasts come with a price, however, and the trade-off is taste.

According to commenters on Reddit, these tortillas are barely fit for consumption. "It tastes like playdough [sic]. The smell is very bad and unappetizing," one buyer moaned. Below that scathing comment, another Costco member stated that the wraps tasted like punishment and made eating a chore. On another thread, the judgment was even worse: "These are horrifying. I should have been tipped off by one of the main ingredients: bamboo fiber. Wtf? I'm not a panda. There is a strange, fermented odor when you open the package. Is that the inside of an old beer bottle? No, it's $10 bread alternative." One wordless "review" of the wraps simply displayed an image of the entire package sitting in a trash can.

When we check out the ingredients list on the BFree High Protein Carb Savvy tortillas, which are also available on Amazon, we start to get a hint at why they might taste so off-putting to so many (to be fair, some customers like these, though with seemingly less vehemence than the haters). While a normal tortilla might list masa or flour as its first ingredient, followed by some kind of fat, water, and salt, the protein tortillas are based around a trio of alternative grains, including rice protein, bamboo fiber (as mentioned), and chickpea flour, with other stumpers like pear concentrate and not one, but two types of thickeners rather prominently mentioned. Done right, a plain tortilla is a masterclass in simplicity, while the components of the protein tortillas read more like a science experiment. True, the macros are appealing, but one might argue that life is too short to eat Franken-food simply because it checks nutritional boxes.

If we are trying to eat a wrap that's high in protein and low in carbs, perhaps we'll stick to a crisp leaf of lettuce for the outer shell and stuff our handheld with more beans, Greek yogurt, or other satiating fillers. To go by the words of some poor souls at Reddit who wasted good money on BFree's tortillas, this product isn't something we want in our shopping cart, much less our lunchboxes. We have long lists of gotta-have-it Costco foods, but these wraps top our (much shorter) roundup of items to avoid at our favorite club.