King Arthur didn't take that lying down:
Say it ain’t so, Joe’s! | King Arthur Flour - Bakers’ Banter
"So turn about is fair play. If Trader Joe’s is going to put out their own brand of flour, then by gosh, I’m going to put out my own brand of one of their most popular cookies (and a personal favorite): Candy Cane Joe-Joe’s, Oreo clones with a sassy pink peppermint cream filling. Made with King Arthur Flour, of course."
I find it pretty funny. I will have to try the cookies some time, though I didn't like the texture of the Joe-Joe's when i tried them.