The TJ's-brand stuff is just generic
The first thing that people will point to is the vast array of TJ's-branded products, and I'm not even gonna try to say that stuff like cookie butter, chocolate-covered peanut butter pretzels, and that delightful orange chicken isn't great.
But for every decent offering, there's a sea of mediocre crap. Those baked cheese curls might look like Cheetos, but they taste like a failed science experiment conducted by alien schoolchildren: weirdly always stale, they taste like lightly seasoned cardboard. That's basically the whole snack aisle.
Meanwhile, over in frozen, things go from bad to worse. Yes, it's enticing to see a world's worth of entrees like soup dumplings, chimichurri rice, and British hand pies. But the fact is, just because you can offer up a spread that looks like a college dining hall's "ethnic night" dinner doesn't mean you should. Also, soup dumplings aren't supposed to taste like somebody squirted Cup Noodles broth into a mini-pierogi.