New Bites on the Block: Inside the Deka Mini Wafer Launch at Costco Katy Freeway

Over four days at Costco Katy Freeway, hundreds of shoppers stopped by our sampling table for Deka Mini Wafer, and thousands of packs went home with them. For a snack most people had never heard of before that week, that's not a small result, and it's the reason we wanted to write down what actually happened on the floor.

What people noticed first

The table wasn't much to look at, honestly. A small setup, some sample cups, packs of Deka stacked next to it. What sold people wasn't the display, it was the bite itself. Crispy on the outside, a soft filling underneath, and a snap that made a few people stop mid-conversation to ask what they'd just eaten.

We had three flavors out: Choco Choco, Matcha, and Ube. The Matcha leaned earthy and smooth, closer to a green tea dessert than a candy bar. The Ube surprised people the most, that mellow, slightly sweet purple yam flavor isn't something most American shoppers grow up with, but a lot of them said it reminded them of something without being able to place what. A few asked where it was from before they'd even finished chewing.

By day two, we noticed something we hadn't planned for. People were coming back, and some of them brought someone with them. That's usually the best sign a product is working, better than any single day's sales number.

Why the numbers matter beyond one weekend

Hundreds of visits and thousands of packs sold in four days is a strong number for any new snack, let alone one that most Costco shoppers were seeing for the first time. It tells us something we've suspected for a while: there's real, growing appetite in the US for Indonesian snacks, and it doesn't take much to unlock it once people actually get to try the product in person.

A lot of new products at Costco get one shot, someone walks by, maybe grabs a sample, and never thinks about it again. Deka didn't have that problem. Shoppers who tried it once tended to come back, and that repeat interest across four days told us more than the total pack count did on its own.

Why the in-person format worked

We didn't run a big push to get people to the table. Most of the traffic by the middle of the roadshow came from word of mouth, someone's neighbor, someone's coworker, someone who still had wafer crumbs in their car from the day before. That kind of momentum is hard to replicate through ads or social posts alone. It has to happen in person first.

Handing someone a sample changes how they experience a snack they've never seen before. It gives them a reason to trust it before they buy it, which matters a lot more for a new, unfamiliar product than it does for something already sitting on a shelf they recognize.

Getting Deka onto Costco shelves in the first place

None of this happens without the work that comes before the roadshow itself. Jans Food USA distributes Indonesian and other Asian grocery products across retail, foodservice, and direct channels in the US, and getting Deka Mini Wafer in front of Costco shoppers took sourcing, logistics, and a fair amount of groundwork before a single sample cup was filled.

If you're curious what else is in the lineup, you can explore Asian Food Distibutor to see the broader range Jans Food USA brings into the US market.

Katy Freeway was the first stop. Next up is Costco Bunker Hill, running September 10 through 13. If Katy Freeway is any indication of what to expect, we're looking forward to it.

Frequently Asked Questions

Where can I buy Deka Mini Wafer in the United States?

Deka Mini Wafer is available through Jans Food USA on Amazon, Faire, and TikTok Shop, and it also shows up at Costco roadshow events around the country.

What flavors were featured at the Costco Katy Freeway roadshow?

Choco Choco, Matcha, and Ube. Each has a crispy shell with its own filling, from rich chocolate to earthy matcha to subtly sweet purple yam.

Will Deka Mini Wafer be at other Costco locations?

Yes. After Katy Freeway, it heads to Costco Bunker Hill from September 10 to 13, with more locations planned as the roadshow continues.

What makes Deka Mini Wafer different from other snacks at Costco?

The bite-sized, resealable format and the Indonesian flavor lineup aren't something most shoppers are used to seeing on a US snack aisle, which is part of why it stood out on the floor.

How can retailers or wholesale buyers ask about stocking it?

Retailers and wholesale buyers can reach out directly through Jans Food USA's Wholesale Asian Food Inquiries form.