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With Valentine’s Day just around the corner, Costco’s bakery is already leaning into the season. The warehouse has rolled out several tempting treats this year, and the latest arrival is no exception.

Costco has taken one of its simplest, most beloved staples and given it a Valentine’s twist. The Filled Heart Madeleines have started appearing in the bakery aisle, and they are the type of find that tends to disappear quickly once word gets out.

You can see this new treat in a January 25 Instagram shared by Alex of @costconewdeals, where the heart-shaped cakes are shown up close.

The madeleines are soft and golden, shaped like plump hearts rather than the traditional shell design, which immediately sets them apart from Costco’s everyday lineup. A box of nine is priced at $9.99, making it a strong value compared to similar confections from a traditional bakery.

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What really makes them stand out, though, is what’s inside. The madeleines come filled with two flavors: raspberry and chocolate hazelnut. The cakes themselves are moist and tender, and the fillings add just enough richness to make them feel special without being overly heavy. Alex shared that the raspberry version was the star, calling it “soft, buttery, and dangerously good.”

Other shoppers who have tried them seem to agree. @costcowonders confirmed, “They are delicious!” Another shared, “One of my new coworkers gave me one, and they are really delicious.” And @momcartfinds summed it up simply: “Must try, omg!”

Because they’re individually portioned and already dressed up for the holiday, these madeleines work for more than just romantic dinners. They feel just as fitting for a family meal, a Valentine’s-themed dessert board, or a small gathering with friends when you want something festive without committing to a full cake.

Valentine’s Day did not begin as a candy-centered holiday. According to the Kitchen Project, the celebration evolved over centuries, blending elements of the ancient Roman festival Lupercalia with later Christian traditions honoring St. Valentine. The exchange of written valentines became common in the Middle Ages, but sweets did not become closely tied to the holiday until much later.

Image via Shu

It wasn’t until the 19th century, as sugar and chocolate became more widely available, that candy emerged as a popular Valentine’s gift. During the Victorian era, decorative boxes and heart-shaped packaging helped establish sweets as a lasting symbol of affection, a tradition that continues today.

As Valentine’s Day approaches, bakery finds like Costco’s filled madeleines are a reminder that sometimes the simplest desserts are the ones to get excited about. If you spot them at your local store, they may be worth grabbing before they’re gone.