Costco fans outraged: Popular food staple has changed—here’s what you need to know
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For many Americans—especially those who’ve passed the 60-year mark—shopping at Costco is more than a routine errand.
It’s a trusted ritual.
From bulk savings to discovering new Kirkland Signature favorites, the experience feels both familiar and dependable.
But a recent change to a well-loved dinner staple has left some long-time Costco shoppers disappointed, and they’re not staying quiet about it.
The frustration began when customers noticed a strange change in the texture of their Kirkland Signature chicken breasts.
Described as "woody," many say the meat is unusually firm, rubbery, and tough to chew—far from the tender cuts they’re used to.
While this issue isn’t unique to Costco, the warehouse giant is taking the heat from loyal fans.
On social media, shoppers have voiced their frustration.
One longtime customer wrote, "After 20+ years of chicken breasts being a staple in my diet, Costco's woody breasts have ruined chicken for me. It's almost a phobia now."
Another from Illinois said they stopped buying Costco chicken over a year ago because of the change in quality.
"Woody breast" refers to a muscle condition in chicken meat linked to fast-growth farming practices.
The meat is still safe to eat, but its fibrous texture and unappealing chew make it less enjoyable for many.
The conversation has also turned toward how chickens are raised.
Some consumers believe there’s a clear connection between quality and animal welfare.
One egg farmer joined the discussion, writing, "The meat came from a caged and neglected chicken. Unable to move around, living in darkness, causes incredible stress to the chicken making the meat mushy."
This comment reflects a broader concern among shoppers about how farming practices influence the food that ends up on our plates.
It’s not just about taste or price—many feel it’s about values, too.
This isn’t the first time Costco has faced backlash over food changes.
Shoppers have criticized everything from the new rotisserie chicken packaging to changes in food court staples like the Chicken Bake.
Even the brand’s toilet paper has come under fire, with one shopper calling it "absolute garbage."
Source: Reddit / Silly-Share6069.
That said, it hasn’t all been bad news.
Many customers have also praised new additions to Costco’s shelves.
The $13.99 Kirkland 12-pack of Helles-Style Lager and a limited-time carrot mini sheet cake have both earned glowing reviews.
So while not every change lands well, some are clearly hitting the mark.
Despite the complaints, Costco’s overall performance is strong.
The company reported $254 billion in revenue last year and saw a 9.1% increase in second-quarter net sales compared to the year before.
The warehouse giant also has dozens of new stores planned, including locations across the US.
One of those new stores—set to open in Stuart, Florida—has faced community opposition, earning it a reputation as one of Costco’s most controversial builds to date.
Even so, the company’s long-term growth and customer loyalty appear steady.
At The GrayVine, we know how frustrating it can be when trusted products suddenly change—especially when it impacts your go-to meals.
These shifts can feel personal, especially when they affect the routines and comforts we rely on most.
Read next: Avoid losing money: Spot the deceptive offer Costco shoppers are falling for!
Have you noticed a difference in Costco’s chicken breasts? What are your thoughts on animal welfare, farming conditions, or product quality overall? Your voice helps shape the conversation, and it might even influence the decisions retailers make going forward.
It’s a trusted ritual.
From bulk savings to discovering new Kirkland Signature favorites, the experience feels both familiar and dependable.
But a recent change to a well-loved dinner staple has left some long-time Costco shoppers disappointed, and they’re not staying quiet about it.
The frustration began when customers noticed a strange change in the texture of their Kirkland Signature chicken breasts.
Described as "woody," many say the meat is unusually firm, rubbery, and tough to chew—far from the tender cuts they’re used to.
While this issue isn’t unique to Costco, the warehouse giant is taking the heat from loyal fans.
Costco shoppers are speaking out after noticing changes to a long-time Kirkland dinner favorite. Image Source: YouTube / Financial Flash.
On social media, shoppers have voiced their frustration.
One longtime customer wrote, "After 20+ years of chicken breasts being a staple in my diet, Costco's woody breasts have ruined chicken for me. It's almost a phobia now."
Another from Illinois said they stopped buying Costco chicken over a year ago because of the change in quality.
"Woody breast" refers to a muscle condition in chicken meat linked to fast-growth farming practices.
The meat is still safe to eat, but its fibrous texture and unappealing chew make it less enjoyable for many.
Also read: Do seniors get special discounts at Costco? Here’s what you need to know
The bigger picture: farming practices and animal welfare
The conversation has also turned toward how chickens are raised.
Some consumers believe there’s a clear connection between quality and animal welfare.
One egg farmer joined the discussion, writing, "The meat came from a caged and neglected chicken. Unable to move around, living in darkness, causes incredible stress to the chicken making the meat mushy."
This comment reflects a broader concern among shoppers about how farming practices influence the food that ends up on our plates.
It’s not just about taste or price—many feel it’s about values, too.
Also read: Spring has sprung—and so has this Costco must-try!
Costco’s food woes—and wins
This isn’t the first time Costco has faced backlash over food changes.
Shoppers have criticized everything from the new rotisserie chicken packaging to changes in food court staples like the Chicken Bake.
Even the brand’s toilet paper has come under fire, with one shopper calling it "absolute garbage."
Source: Reddit / Silly-Share6069.
That said, it hasn’t all been bad news.
Many customers have also praised new additions to Costco’s shelves.
The $13.99 Kirkland 12-pack of Helles-Style Lager and a limited-time carrot mini sheet cake have both earned glowing reviews.
So while not every change lands well, some are clearly hitting the mark.
Also read: A price mistake or hidden deal? Costco shoppers can’t believe their luck!
Costco’s growth and financial performance
Despite the complaints, Costco’s overall performance is strong.
The company reported $254 billion in revenue last year and saw a 9.1% increase in second-quarter net sales compared to the year before.
The warehouse giant also has dozens of new stores planned, including locations across the US.
One of those new stores—set to open in Stuart, Florida—has faced community opposition, earning it a reputation as one of Costco’s most controversial builds to date.
Even so, the company’s long-term growth and customer loyalty appear steady.
At The GrayVine, we know how frustrating it can be when trusted products suddenly change—especially when it impacts your go-to meals.
These shifts can feel personal, especially when they affect the routines and comforts we rely on most.
Read next: Avoid losing money: Spot the deceptive offer Costco shoppers are falling for!
Have you noticed a difference in Costco’s chicken breasts? What are your thoughts on animal welfare, farming conditions, or product quality overall? Your voice helps shape the conversation, and it might even influence the decisions retailers make going forward.
