The Company That May Be Behind Trader Joe's Huge Pound Plus Chocolate Bars

Who among us doesn't love a Trader Joe's supply chain mystery? While recall notices in the past have helped unmask the brands behind the grocery chain's hummus and its flavorful smoothies, it's hardly the ideal way to put your finger on who is providing which items to the popular store. Meanwhile, the rumor mill is still at full tilt when it comes to one of the tastiest treats on the TJ's shelves: Trader Joe's Pound Plus chocolate bars. 

The chunky bars have been a staple product for over two decades, vying with other chocolate brands that have quality ingredients, and, for years, internet sleuths have been speculating about which European company could be the supplier of Trader Joe's affordable, moreish treats. Although nobody has ever been able to get a definitive answer one way or the other, one big name in the chocolate-making world consistently crops up: Belgium's Callebaut, based on some key label clues.

Aside from its rich, slightly buttery taste, we know quite a bit about this chocolate product. Weighing in at a whopping 17.5 ounces and a snip at just $7.99, the bar also sports an "Imported from Belgium" label, which provides a rather obvious clue to the chocolate bar's origins. Unfortunately, that's about as much clarity as we get. On its product page, Trader Joe's coyly states: "Our supplier is a well-known artisan confectioner in a small-town just outside of Antwerp, Belgium," but stops frustratingly short of giving an actual name.

Some commenters suggest Guittard is behind the bars, but that's a tricky proposition. With a history dating back to 1868, Guittard has gained a reputation for outrageously good chocolate, and speculation has swirled on social media that this company was behind Trader Joe's Pound Plus chocolate bars. But the front-and-center "Imported from Belgium" label pours cold water on that idea, as Guittard is currently headquartered in Burlingame, California.

This leaves Callebaut. It is indeed a Belgian company that has a production site based in Lebbeke-Wieze, located around 22 miles from Antwerp — so far, so good, as far as Trader Joe's enigmatic description indicates. Things fall down a little when we compare the cacao percentages. The American grocery chain's dark chocolate bar contains 72% cacao, but the closest on the Callebaut site has a minimum 70.1% cocoa solids. Fewer than 2% cacao separates the two bars, but it might as well be the Grand Canyon.

We figured a direct approach might help resolve the question once and for all, so we got in touch with both Trader Joe's and Callebaut. When asked if Callebaut supplied the Pound Plus bars, the grocery chain's response was unequivocal: "Thank you for contacting us. We do not disclose the suppliers of Trader Joe's products." Fair enough. As for the Belgian chocolate maker? At the time of writing, the company had not responded. It looks as if this is one sweet mystery that's not going to be definitively solved anytime soon.