But here are my first impressions (Brooklynites, feel free to chime in and correct my assumptions via the comments section below). This thing is heavy. And chocolatey. And rich. It's another Jewish-American treat that arrived in the states by way of European immigrants—and Trader Joe's is making it accessible to the masses. It's a $5 item here in South Jersey, but it's worth it in terms of size, density, and servings (there are 9 in the loaf).
Surprisingly, there are both organic soybeans and organic tofu in the ingredients, along with a few other surprises, although, I assure you—you can't taste much of anything other than chocolate, chocolate, bread, and more chocolate. I suppose that's good for chocoholics. Me? I have to be in the mood for this kind of richness. It's delicious, but at the same time, this pastry could never be more than a once-in-a-great-while treat for me. Have a glass of milk on stand-by when you bite into that first piece. 3.5 stars from me. 3 stars from the wifey.
Bottom line: 6.5 out of 10.