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November 5, 2007

Dial Soap: The Incredible Shrinking Bar

Filed under: Downsizing,Food/Groceries — Edgar (aka MrConsumer) @ 6:57 am

Once upon a time “bath size” bars of soap were all five ounces. Most have now been downsized to 4.5 ounces.

The latest move, however, is to go even smaller. Dial for Men is a prime example.

*MOUSE PRINT:  The 4.5 ounce bar is now 4.0 ounces — over 10% smaller.

dial soap small

OLD                                      NEW

So these three packs are 12 ounces instead of the old 13.5 ounces, but still priced the same.[Click picture to view net weight statement.] 

Downsizing is a sneaky way to pass on a price increase because you are getting less for your money but may not catch the change. As is typical for many downsized products, the manufacturer diverts your attention from the net weight statement to something else “new”. In this case, they are calling it a “new grip bar” because ridges have been carved into it.

I suspect it will still slip out of your hand when wet and sudsy, so wouldn’t you rather have that half-ounce back?


• • •


  1. A few years ago Kleenex tissues did the same thing. They made the tissues 1/2 inch shorter in length. Less area for the same price. Buyer beware of United States business’ practices.

    Comment by Bob — November 5, 2007 @ 9:25 am
  2. Ah! So someone is finally following the candy bar industry from the 70’s and 80’s.

    Comment by DJ — November 5, 2007 @ 9:33 am
  3. Interestingly, the ‘cut-out’ soap to make the ‘grip bar’ may be that 1.5 ounce of soap that’s missing.

    Comment by Jasper — November 5, 2007 @ 10:23 am
  4. Bags of dry pet food and containers of coffee are also shrinking. The 5 lb. bag of dry cate food is now 3.5 lbs.

    Comment by Lupe — November 5, 2007 @ 12:06 pm
  5. I check your website every week and am always surprised at how much “slips” past
    me. Thank you for this website!

    Comment by Brandi — November 5, 2007 @ 12:16 pm
  6. I happened to notice this exact same phenomenon this weekend. I bought a new pack of Zest and found that they have a new contoured, easy-to-hold shape to them. The only thing I noticed, was that the bar was way smaller than the last bars I bought. I felt totally ripped off! Who cares about a countoured shape on a bar of soap? I’d rather have my regualr bar of soap back. Zestfully screwed!

    Comment by shawn — November 5, 2007 @ 2:38 pm
  7. Has anyone looked at canned tuna lately? It’s still the same 6 oz., but it used to be 5 oz. tuna, and 1 oz. water/ Now it’s about 3 oz. tuna, and 3 oz. water!!!

    Comment by Raymond Combs — November 5, 2007 @ 4:14 pm
  8. This is not anything new, has been happening to many things across the board for
    decades. Spaghetti sauce used to come in 32 oz jars, then 30 oz, then 28 oz,
    and many are now 26 oz. I wonder how long until a pound is no longer 16 oz?
    But like I have stated before, if it’s on there for you to read then they are at least being honest about it. It’s not their fault people to do not read labels or pay attention.

    Comment by Tom S — November 5, 2007 @ 5:37 pm
  9. The usual ripoff but we, as
    customers, must read more and
    when we notice these things
    complain loud and clear.

    Comment by Oddny Hamilton — November 5, 2007 @ 7:28 pm
  10. The day the M&M “pounder” packages downsized was the day I quit buying M&M’s! I haven’t had one M&M since then and I refuse to buy them again.

    Beware of downsized 12 ounces boxes of pasta – same size box as the 16 ounce box, but less contents! As much pasta as I used with my recipes, I’ve become vigilant to read the boxes to make sure I’m getting the full one pound!

    I wish companies would stop their deceptive practices of downsizing everything just to keep the price the same. I’d rather pay more for the same contents.

    Comment by Frankie — November 5, 2007 @ 10:56 pm
  11. I work in a grocery store so I always notice when something is downsized but the price is the same. It amazes me how few people know that a “half gallon” of ice cream is now only 56 ounces.

    Comment by Maryann — November 6, 2007 @ 12:11 am
  12. I think we talked about this with the Tide detergent recently, and compared it to candy, potato chips, etc.

    I’ve come to learn that when there are new “check this out!” messages inside bright stars or other flashy areas, then something has probably changed, and probably not for the better. To me it’s a sign that I’d better look for the catch.

    And don’t be surprised if in a few years they come out with a new “jumbo size”, which is a 6 oz bar for only 20% more in price. This will actually save them money since the cost of the extra soap and packaging is only pennies (versus the marketing that consumes the extra price.)

    Comment by RS — November 6, 2007 @ 1:42 am
  13. While I don’t necessarily like the practice of attention diversion while upping the unit price (same end result), we must all remember that this is a free market economy. We are not obliged to buy these goods, so I don’t understand why people get so upset about it. The ONLY thing that works is to vote with your wallet. Or with a threat. Right now the time is ripe for attacking companies for not being “green” – in this case by lowering the amount of product and keeping the packaging nearly equal, they are in effect creating more waste and increasing their carbon footprint. Write the companies using this angle and they may begin to worry that consumers may shift towards more green practices.
    A comment to RS – your final point was right on . . . that is what is going to happen, but it ought to benefit us all. Lower production and packaging costs will increase their profit margin and allow them more room to lower the price in the cases of competition.
    While nobody ever likes to pay more for something, the fact is prices do go up on goods . . . we can’t all be upset we’re not still paying 5 cents for a candy bar or 25 cents for a gallon of gas.


    Comment by Andy — November 6, 2007 @ 9:01 am
  14. Andy –

    Global warming, blah, blah, blah!! Stick to the Mouse Print* topic at hand!

    Comment by shawn — November 6, 2007 @ 11:05 am
  15. @ Andy: Here’s a question: How do you actually envision voting with my wallet? Am I to stop buying from Dial? Or should I figure out what conglomerate they belong to and boycot them all-together? With the soap market largely being divided between P&C and UniLever, so I just go all over to the other? What if they both pull the same trick? They do.

    I am just saying. It’s very easy to say that one should vote with their wallet, but it’s not that easy. To me, it’s a fairly hollow slogan, used by defenders of whatever practise is wrong. Hygiene prescribes I stay clean, so I need my soap. Please tell me now how to most effectively vote with my wallet.

    Comment by Jasper — November 6, 2007 @ 11:15 am
  16. Another thing I think should be examined is whether they’ve changed the chemistry of the soap
    in a manner that it gets used up faster. With regard to cutting back on quantities, I’ve noticed
    that cans of cat food from some companies like 9 Lives, never seem to be full. There’s always a
    half to three quarter inch empty margin around the food.

    Comment by Jimbo — November 6, 2007 @ 1:31 pm
  17. Jimbo –

    I agree. My soap seems to disapear about 4-5 times faster than it used to! Some of that may be due to the fact that the bars are physically smaller, but I too have a feeling that they have chemically altered the composition of the soap so that is basically disintigrates away in about two and a half showers. Maybe I should start making my own soap?

    Comment by shawn — November 6, 2007 @ 2:32 pm
  18. Sounds like some of you are saying there’s some giant Soap Monopoly, we have such limited choice in what we buy! One way around is mentioned here, under -The inexpensive soap- heading.

    Comment by Andy — November 7, 2007 @ 9:25 am
  19. Try making your own soap – it’s fun, cheap and if you do it wrong it has the potential to explode! how cool is that?

    Comment by shawn — November 7, 2007 @ 10:59 am
  20. I hate new and improved in grocery products. New means smallered and improved is code for price increase. Seldom have I seen the benefits from new and improved soaps. I wish companies were required to spell out the changes in clear customer readable language when they change a product.

    Comment by JP — November 9, 2007 @ 10:21 am
  21. If you notice your soap doesn’t last as long, try this:

    Next time you go to open a new bar of soap, open two. Leave one in your medicine chest or on top of a cabinet in your bathroom. Use one bar normally, and when that runs out grab the other opened bar. Letting your bars dry before using will increase the life of your soap by far. The longer you let the soap dry, the longer it will last in the shower. I’ve had bars last through 6 months of daily use using this method. And of course, that made the next bar last just as long since it had 6 months of dry time!

    Comment by Chris S — November 12, 2007 @ 11:44 am
  22. STFU!! 6 months? I don’t believe you, but I WILL try this!

    Comment by shawn — November 14, 2007 @ 5:35 pm
  23. I must admit, the one that lasted that long was set on top of the medicine chest, and got forgoten for quite awhile, it was at least a year old when I started using the bar.

    Comment by Chris S — November 16, 2007 @ 10:06 am
  24. I will not buy dial any more.
    After using Dial for 8 years I’ll find another brand.

    Comment by Jim — November 25, 2007 @ 8:13 am
  25. They will down size products so much what will be left to buy Will the products
    become invisible

    Comment by Linda — November 27, 2007 @ 2:24 pm
  26. I noticed this the other day. Not that my bars of soap shrunk, but just how little they are. I use Ivory (no gunk or anti-bacterial stuff), and the bars are 4.5 oz. The bars are half the size of my hand. I like the price / ounce (less than 50 cents a bar), but I would really appreciate if they would make jumbo bars. Maybe 10 oz. It would be better for the environment if I didn’t have to throw away all of those packages.

    The soap drying suggestion sounds like some fake internet thing, like doubling your gasoline efficiency, but I will try it, nonetheless.

    Comment by Bob — December 19, 2007 @ 6:56 pm
  27. I have been a lifelong user of Dial soap and recently I thought that the bars were a bit smaller than in the past. Thanks for filling me in on what happened. But I’ll probably keep on using it.

    Comment by npfw — December 29, 2007 @ 5:41 pm
  28. No matter what we do to get by, the businesses, of every kind, is going to give us the old “I’ve got a deal for you”. They will take advantage of us every way they can so “THEY” can get by. They know we have to have these things and they know we will buy them, so it’s “I’ve got a deal for you”. As for honest people, they hardly exist anymore. Thus the phrase, “It’s a dog eat dog world out there”. I work for a major retail chain, they are just as bad about taking advantage of people (customers and employees). After the father died, the company has gone to hell. I retire in 2,257 days and I am looking foward to it. I read Dollar Stretcher everyday, and find excellent ways to “do it your own way” and “make your it yourself”. I’d like to say I hope everyones new year will be better, but I have my doubts.

    Comment by Virginia — December 31, 2007 @ 2:33 pm
  29. New grip bar my %@%. If I said I dropped a bar of soap three times in the last year , I’d be exagerrating. If I said I did it thirty times in the last ten years , I’d be a liar. After 3 or 4 showers that grip bar looks like just another bar of soap. The only new and improved grip here is the one the manufacturers have us by.

    Comment by Randy — March 9, 2008 @ 9:48 am
  30. I bought some dial today and it looked the same as my old bars. Got home, opened it and looked at first bar and it was hollowed ou in middle. Looked at other bars and they were the same. The ends were full size so that when they are satacked they look like the old bars. This got me PO’d! I called diall 800 number and told them the story and asked what happened. They told me after, much research with consumers they found that consumers like this hollowed out shape, and too by the way, the reduced size was to keep the cost from going up! Duh, can you believe this? I told them that I bet that they rolled in the floor laughing time they got off the phone from spewing out those lines! I told them that they should have made the bars smaller and put on the package, “New size bars”. I was almost assured that would not happen. Anyway they are passing my comments on to management. My God, what is this once mightly USA coming to, no one will know what the truth is in 40 years!
    Truth means something, lies and deception mean something too..Stay away from those who do this to you. Get the message Mr. Dial!

    Comment by Rob — March 12, 2008 @ 7:09 pm
  31. I am so glad I found this web site. I just opened a new package of Zest soap and found an hour glass shaped bar. The packages I’ve opened before contained “normal” bars of soap. I’ve apparently had enough because, before I knew it, the bar of soap magically appeared on the other side of the room. I understand rising prices. What has finally reduced me to soap abuse is the deceptions that manufacturers use to try and make me believe their shrinking products are the same size or just a lot handier for me. I’ve been noticing this trend for years and was suprised that most of my friends either didn’t notice or made the comment, “What can you do about it?”. That comment is garunteed to send me into either a state of near rage or catatonia. The sad part is that new consumers won’t know the difference and will assume that these are commonly accepted business practices. I’m looking for answers right now. I’m trying to find out what I can do about this before my head explodes. I was born in the 50’s so maybe I’m just having a hard time adapting to the idea that this is supposed to be acceptable now. You know, kind of like when the Beatles made their first appearance on T.V. and my parents felt sure the world was falling apart. HAH!

    Comment by Bill — March 16, 2008 @ 10:42 am
  32. I feel ripped off too by Dial’s crookedness. For what they removed from the pack of 3 bars I bought, they could make a 4th bar. I’m done with Dial. I get angry about all this cheating being done to the consumer. There is no such thing as a 3 lb can of coffee anymore. What really get me about food items is that recipes call for a certain amount and you can’t buy items to fit your recipes anymore. When they cut back on the product and replace it with water, your recipe does not turn out right. I think the consumers of the US need to boycott all companies that do this. If there are any good companies out there, then please make it known to the consumer so that we can patronize them and put the other rip-off artists out of business.

    Comment by Chris — March 21, 2008 @ 7:07 pm
  33. I’ve used Dial soap for over forty years and can’t believe
    the insult to my intelligence with this New Grip Bar.
    I guess less is more ?
    Well I’m done with Dial and all there products.Makes me think what other little dirty tricks there doing.My whole family is boycotting all there products for fear of what else they might be doing with the ingredients
    that we can’t ever see.

    Comment by Mac — April 1, 2008 @ 1:43 pm
  34. Soap companies have an easy way to increase consumption
    of bar soap. Just pump more air into the batch before the bars are

    Comment by fergus — April 5, 2008 @ 5:55 pm
  35. Since the cost of tallow (soaps main ingredient) has more than doubled in the
    past year, companies are now using smaller bars to make up for the extra cost.
    One way to beat the big guys is to walk or drive to a Trader Joes in your area,
    (if you are lucky enough to have one) and buy up all the Oatmeal and Honey and
    Tea Tree soap in stock. Both are incredible deals below $1.50 for two 4oz. bars.
    They are made from pure vegetble oil and not tallow(fat of a cow!!) Bars last
    forever and smell great. No additives like color and stuff. I love bar soap
    and will NEVER be a liquid soap buyer for the shower or bath.

    Comment by dan — April 7, 2008 @ 11:00 am
  36. I am a 69 year old male who has used Dial personal bar for most of my life.
    After purchasing my last 8 pack, I will be going elsewhere for my soap. By
    shaving down the bar, I get less soap
    but also the bar breaks in half after a few uses because it lacks
    the previous strength due to the shaved portion. Your cost saving measure has
    lost you this customer.

    Comment by Matt Schaffer — April 9, 2008 @ 6:22 pm
  37. Just did a Google search about this subject upon returning from the grocery with my four ounce
    bars of Coast. Several years ago I asked Kellogg about the same thing happening with Pop Tarts.
    They assured me I was mistaken. The question remains what if anything can be done about this?

    Comment by Chris Blanchard — April 22, 2008 @ 11:51 pm
  38. I just bought a Dial three pack and saw it is now 12 ounces,plus my store has raised the price besides. My husband likes this soap because he uses it when shaving. It’s ashame how these companies are always ripping off the consumer.

    Comment by Margie — April 28, 2008 @ 7:30 pm
  39. Blue Bell ice cream is still a half gallon.

    Comment by CC Ryder — May 13, 2008 @ 7:24 am
  40. How nice to know that we’re not the only ones! How discouraging to think that nothing can be done about the shrinking and disintegrating Dial bath bar. Since the company obviously will not change its current policy, has anyone out there found a satisfactory substitute? (No, I’m not going to start making my own!) Thanks, Judy in Memphis

    Comment by judy korones — May 13, 2008 @ 11:48 pm
  41. Matt Schaffer’s April 9 comment is right on. The other trick is that the new shape makes it almost impossible to “chain” bars by sticking the old one to the new one, so you have to waste soap flakes anyway. They probably get another half-ounce advantage out of that.

    Comment by John Coggeshall — June 1, 2008 @ 9:05 am
  42. I just noticed the same problem with the Dial Soap bar going from 4.5 to 4 ounces. This kind of fraud and deception is really bad, especially to long term customers

    The basically removed a whole bar from the 8 bar package. .5 * 8 = 4 oz.; but you still pay the same or actually higher with the latest inflation.

    However, there is another problem with the “new” shaped bar. The 4.0 oz bar is now so thin, it actually disappears much quicker than even the 4.5 oz bar.

    The shape does not help at all with the grip of the bar. In my opinion, the bar is more awkward to hold then ever before.

    Is there anything we can do to blow the whistle and make this hurt a bit for Dial? I would really like the orginal bar size and shape to come back!

    I also don’t believe this is their first attempt at this. About 4 years ago I notice the bar change shape on the imprinted side.
    It looked like they press the roller too hard imprinter. Now I would believe that was the same thing happening back then.
    Unfortunately, I don’t have a bar that old to actually compare. Maybe someone does or experienced the same thing. If so I would be interested to hear.

    Comment by K Kawell — June 13, 2008 @ 2:38 pm
  43. You may want to do some research as to what is actually in these soaps. I recently looked it up and there are lots of awful chemicals in these commercial soaps. Try to find a handmade soap supplier as they publish lots of information about what is actually in the soap and provide you with a normal size bar for your price. You may be suprised to see the difference.

    Soap is also VERY easy to make if you don’t want to spend the extra money. Hope this helps…

    Comment by Audrey — June 19, 2008 @ 9:36 pm
  44. I want to add my two cents to the Dial fiasco.
    I am a 57 year user of Dial. I believe I will return the what is left of the eight bar package (7) bars and maybe the unused portion to the Dial soap company. Maybe the president of the company should be required to use the newly designed bar of soap before it is forced on the public. I know that I will look long and hard for a replacememt soap. (NO MORE DIAL}

    Comment by Charles Gant — June 29, 2008 @ 9:27 pm
  45. I love using Dial soap. Have used it only for all my adult life. Which is many years. I do not like the shape of the present product. I am paying more for less and am tired of being ripped off. Will be switching the bar is hard to hold on to and wears thin in the middle with soap still left on the sides which results in waste.

    Comment by Mildred Lee — July 5, 2008 @ 11:36 am
  46. I emailed the Dial soap company about their deceptive downsizing. Their
    computer sent me an automated reply saying, in part, “Thank you for your email and interest in a product produced by The Dial Corporation. You should receive a response by email within 24 to 48 hours or by U.S. mail within 7-10 business days.” That was on 22 June. It’s now
    27 July, and I’m still waiting for a response. Apparently they think that
    ignoring a customer is better than dealing with a complaint/concern. I’ll be
    looking for a new brand of soap.

    Comment by William-Andrew — July 27, 2008 @ 10:57 pm
  47. I discovered the downsizing of Coast and Irish Spring to 4.0oz a few months ago at Wal-Mart. They had 3 bars of 4.5oz remaining which I purchased. On the way home I stopped at K-Mart knowing that they sold less merchandise than Wally World and might have some 4.5oz bars remaining. I discovered a gold mine–I purchased 18 bars of each soap in the 4.5oz size. I’m 66 and think I may have 4.5oz soap remaining when I have my heart attack in a few years. Won’t my kids be surprized when they find a drawer with 20 bars of soap–that will confirm that the old man was indeed a looney tune. I also sent an email regarding the package size being the same as the larger size bar and mentioned that they should ‘go green’ and return to 5 oz at an increased price and tell the world that they are reducing their carbon footprint. I guess I showed them!!!!

    Comment by Tom Hagan — August 1, 2008 @ 5:51 pm
  48. I am glad to see that others besides me are mad as hell with Dial for trying to pull the wool over our eyes. I hate deceptive practices such as this. I would have preferred that Dial just raise the price and keep the same old 5 oz regular shaped bar. I am smart enough to tell when someone is trying to cheat me. Yes, the bars are being used up faster because of a change in ingredients. Also the new grip bar has bumps at the corners that are used up much faster than a regular bar. It gets thinner quicker, then breaks so I have to throw it away much sooner, causing me to have to go back to the store and buy more sooner. That is good for Dial’s bottom line, more sales, more profits. They pay engineers good money to figure out these things, so we must make sure they don’t profit from it. I used to move the bar from my shower to the sink when it got too thin for a shower and get the last ounce of use from the bar at the sink. Now that is impossible, because it breaks before I get a chance to move it to the sink. I am going to contact Dial and tell them I am changing to a bar type soap that has a regular shape. I know what I want. Thanks for the opportunity to comment. James

    Comment by James — August 10, 2008 @ 9:35 pm
  49. Dial Soap – concave shape. Used to be able to “weld” the used small bar to a new bar and be able to use up the entire old bar. Not possible now with this new shape because it breaks too soon. 50+ years of using Dial (mom bought it for us when I was a kid), our household just switched to Lever 2000. Bye Dial.

    Comment by Larry — September 14, 2008 @ 4:35 pm
  50. As a rule, we never lodge any product complaints…. we simply
    purchase something else, but what Dial has done to the bar
    soap should not go without complaint. I just got off the phone
    with a Dial representative regarding the shrunken and fast
    melting bar soap. I was both extremely pleasant and
    understanding of the rising cost in materials etc. Maybe that
    is why I was met with someone who was rude and huffy. It was
    apparent that she’d heard all this before and simply wasn’t
    in the mood to hear it again.

    She questioned the fact that Dial consumers might not be
    draining the soap correctly, and that consumers had complained
    that Dial wasn’t ‘subsy’ enough, which neccessiated a formula

    While it’s understandable that Dial reps. must be having a
    tough time dealing with all these complaints, it goes with the
    territory, and phone etiquette goes both ways.
    Since Dial states that they ‘record’ your phone complaints,
    it’s probably safe to assume that this rep. was looking for
    a promotion ~

    It seems their manners are melting away along with their soap.

    Comment by Stephanie — September 18, 2008 @ 3:27 pm
  51. The longer soap dries, the longer it will last. A typical bar of soap takes about 4-6 week to dry, and for the pH to mellow.

    This grandma was a Lever Bros 2000 fan for all my 2000 body parts. My DIL bought me a wonderful bar of soap at a craft fair last year and I fell in love with it. Only thing is, I didn’t keep the wrapper so I could find where to buy more. Hence, I fought back the soap industry by learning how to make my own soap. I donated all 20 bars of commercial soap to a homeless shelter.

    Wow, what a difference. Real soap doesn’t dry out my skin, smells awesome and last a long long time in the shower. It is also perfect for washing my hair; I haven’t bought shampoo in nearly a year. I got so excited about it that I took a bunch to my office to share; everybody loves this soap so much that both men and women have been buying my soap and coming back for more. Old fashioned, no animal fats, with natural oils like olive, palm, coconut, almond and cocoa butter. Surprisingly delightful. Today, I took a new adventure and made my own laundry powder for the first time and will now be saving a lot of money and the environment at the same time. You can make your own, too!

    If I offended anyone by sharing my story, I apologize. My intent was to share the good news of discovering real soap and provide the opportunity to make your own, too, rather than promote sales without permission.

    Comment by KC — September 20, 2008 @ 6:17 pm
  52. I have noticed shrinking amounts in products for some time now. I was glad to hear I’m not the only one peeved about this. I have used Dial Pure and Natural for years now – it was perfect soap, no frills, no skin reactions, quite inexpensive (compared to the smelly versions), this soap didn’t shrink however, it completely disappeared, no one carries it now. I believe Dial was bought by a German company, Henkel? Mabey their behind all of these changes. Buying ice cream now just makes me angry. Think your buying a half gallon – think again, most brands now are less than that.

    Comment by Stefan — September 26, 2008 @ 2:01 am
  53. Concerning DIAL soap…I know that the size and shape was changed in order to keep down on the price due to increased production costs, etc. I know that costs are going up and I expect to pay them. I would much rather have the old size and shape of the DIAL bar and am willing to pay more for it because I expect to. For heavens sake, charge more for the original bar rather than trying to fool us into thinking the price hasn’t really changed.

    Comment by Bill — September 30, 2008 @ 7:25 pm
  54. I too have to shop around for soap again. I bought an 8 pack and found the hollowed out deceipt bars as noted. I want a rectangular bar. No compromise. I’d rather pay more for the same stuff. They should sell Classic Dial soap bars (remember New Coke?) at a fair price, to the consumer and the company. Until they do, I’m off trying other brands of rectangular bars.

    Comment by John — October 3, 2008 @ 2:53 pm
  55. Dial soap–not only is it smaller but the “new” shape with more surface area and indentations to hold water will cause the bar to disappear faster. Bummer

    Comment by P. fisher — October 4, 2008 @ 6:58 pm
  56. That is a 11% decrease in weight. I find the bar very uncomfortable to grip. If you look at the individual bar wrappers, you will notice that the date code information had to be moved toward an end as the machine would not print it due to the new shape. This added to the cost to change the manufacturing line. The big cost change would be all of the molds they have to change to handle the shape. What a stupid mistake by Dial.

    Dial has wasted the consumers money by making the changes the way they did. They probably view it as their money, but we paid their bill by buying their products. If they would left things as they were, the price increased could have been reduced a few percentage points from the 11.11% increase.

    I also think it is consummer fraud to not mention “New Improved Smaller Size, same price” so customers would know. That is being dishonest with consumers.

    We all need to let the consumer protection agency know about this deception of the public.

    To get visibility on this, does anyone have the talent to put a you-tube video together?

    Our only resource is to use less soap. Any ideas? What if we put the bar in a cloth bag, I wonder if it would last longer.

    Comment by F Thorley — October 7, 2008 @ 11:26 am
  57. Let’s flood Dial with comments. Click on “email” near the top of this page.

    Comment by F Thorley — October 7, 2008 @ 11:39 am
  58. Bumble Bee tuna today at Sam’s club was $10.38 for 8/5oz cans. Last week it was $8.12 for 8/6oz cans. Net price increase of just over 53% !!! Package shink of 17% with combinced price increase of 53%. How gullible do they thing we are? Needless to say I didn’t buy any tuna this week. I’ll have to find somewhere else to get my protein.

    Comment by Charlie — November 14, 2008 @ 12:36 pm
  59. Having used Dial bar soap for more years than I care to remember, I am upset by the continuous downsizing of the Dial bar soap and will no longer buy it. The cutout from the non imprinted side of the bar is ridiculous and a ripoff and I will no longer participate. They can spin it any way they like but it’s still a ripoff and makes the use a significantly less tolerable/enjoyable experience. I’d prefer they stop with the downsizing already and just increase the prices if they must. Dopes!

    Comment by Init4money — November 23, 2008 @ 6:27 pm
  60. I have used Dial soap for 50 years, since childhood. Have had building annoyance over recent months with the new bar’s size and shape and found this site, so I now know its not just me. I truly don’t care that much about the price – inflation happens. But I will not be played for a sucker by this company and its deceptive practices, and have made my last purchase of Dial soap.

    Comment by Jeff — December 3, 2008 @ 9:42 pm
  61. I’ve been welding dial soap bars together for years. I tell myself I’m using the
    same bar that I bought 20 years ago. I’m only half way through the new concave bar
    (I would have bet its lighter too) but it looks like it will break before I can
    weld it to the next one.

    Angry in Amesbury

    Comment by Jim — December 9, 2008 @ 10:04 am
  62. Stefan,

    Pure and Natural as you know it was discontinued. It was reformulated, repackaged, resized, and renamed Dial Basics. The representative I spoke with, when I first discovered this, claimed that Pure and Natural didn’t sell well. I countered that it would have been a much bigger seller if consumers could ever find it. She also claimed that the only formula difference was that the new version contains more coconut oil to be creamier.

    Unfortunately, it is the only commercially available soap that I can use, because everything else is either too harsh or too stinky. It isn’t as good as its predecessor, but it’s better than the competition. Until I start making my own, this is what I have to buy.

    Comment by Ellie — December 9, 2008 @ 1:01 pm
  63. Hate to sound like an old record in this blog but our family started using Dial when first my wife and I married over 50 years ago. I agree with all the critics in this blog and would have chalked up a price increase for the same product (full sized bar of Dial soap) as normal. How much was a gallon of gas, a pack of cigarettes, a loaf of bread in 1957?

    Following the advice above we also left a message on Dial’s website ( advising them of another lost customer. When our current stock of Dial bars are gone, which will be quick with the reduced 4oz size bars, we will begin testing other brands.

    Dial Soap Company does not realize how truly faithful their customers were. Showering should be pleasurable, not a cause for anger yet when you feel abused you become angry. It’s sad, really!

    Comment by Joe — December 21, 2008 @ 1:34 am
  64. I agree with every thing y’all are saying about Dial. They are not offering an “improved” product, they are only trying to deceive the very customers that built the Dial company. The company that now owns Dial is Henkel. Their slogan is “Henkel – A BRAND LIKE A FRIEND. How do you say “friend” in German? Henkel is a German company and anyone who has bought a MERCEDES-BENZ or BMW motorcycle in the past 10 years knows that German quality has severely suffered at our (U.S. consumers) expense. When foreigners assume ownership of American land and factories, they become our landlords and holders of the mortgage on our national treasury. They dissipate wealth instead of creating it since their profits return to foreign lands and the taxes are paid to foreign governments. I don’t blame Henkel totally for the fact that the bar of soap that I’ve enjoyed for 37 years is now not a good value. I blame the Dial Corporation for allowing another superior, American made product to be ruined by corporate American greed.

    Comment by THE JOHNSON GROUP — January 19, 2009 @ 12:08 am
  65. I had just e-mailed the Dial company before clicking on thie site. I, too, told them that I did not like the new shape and that I would be willing to pay more for the same old bar of soap I have enjoyed for 20 years. If it remains the new shape, I will discontinue buying it. That’s the only power I have, but I do believe it should be exercised frequently by consumers.

    Comment by Mary — January 28, 2009 @ 1:53 pm
  66. Really getting tired of companies and people who think they have to cheat others to get ahead in life. AS far as the dial soap issue goes….I of course knew imediately the new shape was just a way to give their customers less…but making the “Dial” soap so that it disolves faster is unacceptable. I am going to stop buying Dial soap now and every other product that shows they opperate like so many other ungodly people who have no integrity. This has to stop, but of course it won’t.
    It’s amazing what the greed, envy and desire to have more than the neighbors has done to the United States and the World. [This post has been edited.]

    Comment by Bill — February 18, 2009 @ 9:31 pm
  67. I too am sick of the hidden downsize, but concerning soap (Dial), I unwrap
    several bars and set them on edge in the cabinet so they are less moist when
    I use them weeks later, and they don’t get mushy as quickly.

    Comment by Phil — February 28, 2009 @ 1:11 pm
  68. not only is the size smaller…they’ve made it so that as the bar gets smaller it will “break” in the middle forcing you to throw it away half or three quarter used.

    i will be writing to dial corporation as some of you have. nothing will happen but at least they’ll know they have another dissatisfied customer who will discontinue using their products.

    corporate america…………it’s all about the almighty dollar. shame on them all!!

    Comment by rick — March 9, 2009 @ 9:37 pm
  69. I too will quit using Dial soap after 40 years of use. But only after using up
    a hundred bars I recently bought at Office Depot Stationary Store going out of
    business at 70% off. It was the 3.5 ounce travel size, only lightly smaller than
    the new smaller size. I could have taken one downsizing, from 5 to 4.5, but it seem like only a matter of months the second downsizing occured. Besides welding mentioned by several others, I also used broken portions in my Shaving mug. Anybody remember the wire cages you put handsoap scrapes in to wash your dishes?

    Comment by J. Zenz — March 14, 2009 @ 12:46 am
  70. Pure and Natural soaps have been reformualted with baby powder included. It is a filler that takes the place of other ingredients because it is CHEAP. Call Dial and ask them WHY.

    Comment by Dan — March 19, 2009 @ 11:47 am
  71. Does anyone know if the Dial soap bars can be returned to the store and money refunded, or is this just one of those “too bad, so sad” pieces of information for which we must suck up and not hurt anyone’s feelings?

    Comment by Karen Modica — May 9, 2009 @ 3:42 pm
  72. I too have been ripped off by dial and I think it is ridiculous. I call it a rip off because there is no notice of new and unimproved size reduction.This is ludicrous, I used dial throughout the years and recently decided to return as I can only use so many soaps on my skin. Thinking I was going to save cash and getting suckered and scammed out of my money.I will NEVER buy dial again.

    Comment by Tired of Being Played — May 27, 2009 @ 7:36 pm
  73. I have used Dial bar soap since the early 60’s
    and raised 4 children using it. I am really
    mad about the way they have decreased the bar
    size. It’s sneaky the way they have cut into it on the top and bottom. Before it’s half used up, it breaks in the middle. I had rather they go up on the price than push the
    smaller bar on us. I have now changed to another brand after all these years. Irish
    Spring might be a little smaller, but it’s
    a lot easier to hold and smells good too.
    I will not buy Dial again

    Comment by Betty Smith — May 29, 2009 @ 3:13 pm
  74. I just discovered the new downsized soap, What a ripoff! When they are stacked on top of each other in the package, you would never know. I called up Dial and the representative made it sound like I was the first to complain about it. He said he would promptly pass my concern to management. Yea, right. I now add Dial soap to the list of products I won’t buy. You can cheat me once, but you won’t cheat me twice. However, a quick look thru the internet and I see that maybe some other soap manufacturers are doing the same thing. Buyer beware.

    Comment by Bob — August 20, 2009 @ 8:59 pm
  75. I think that these corporations think we are ignorant and will not notice. It is so frustrating to see the Dial soap disappear in your hand. Another one is ice cream — so if you need a specific half gallon for a recipe, you have to buy 2 containers and measure it. The list just goes on and on. I remember when potato chips were 1# bags – and that was no bargain. It only takes 2 average potatoes to make a pound.

    Comment by Carol — October 30, 2009 @ 10:54 am
  76. have used Dial for 50 years.Shrinking is bad enough but changing
    the shape therefore melting faster is very deceptive.
    I agree with all the comments that have been said.

    Send all theSE e-mailers a reply AND REFORMULATE TO OLD DIAL.

    I hope someone listens before you go our of business.

    Comment by Elaine Landa — November 27, 2009 @ 2:38 pm
  77. I’v used Palmolive Soap for about55 years and it too has downsized from 5 oz. to 4.5 then 4 and now it’s down to 3oz. which is just plain robbery. It’ hard to find Palmolive any more but you can usually find it at Dollar stores where you get 3-3oz bars for $1.00 which is a great price but it was sure alot better when it was 5oz.

    Comment by Tom Meienberg — November 29, 2009 @ 1:21 am
  78. Why don’t you cheats wise up? We consumers are not as dumb as you think.I , among perhaps thousands are boycotting your “cheap shot” product. You carved a “camel- back ” into the bar and got away with it— now you found that you could go one step further and carved a channel into the back!!!!You DIRTY-ROTTEN @$#%$#@$$#.

    Comment by frank clendening — December 1, 2009 @ 8:48 pm
  79. Okay, think about it. Which part of the soap wears out the fastest? The ends, right? So by making the ‘hourglass’ shape, the fastest wearing parts are the largest, so the soap doesn’t become a useless sliver quite as rapidly. And that hollow ‘scoop’ on top? When your old bar does become a useless sliver, you can set it on top of the new bar and it fits perfectly in the scoop. The two become one and there’s no waste. I LOVE the new shape!

    Comment by Chris — January 24, 2010 @ 12:55 pm
  80. I too feel like I’m being screwed by the soap company (DIAL). After reading all the negatine comments about the shrinking bars of soap, my thoughts are that these manufacters’ must think we’re a bunch of dummies and we won’t object. I placed a call to the Dial Co. and expressed my dissappointment about after 9 showers all I had left was a small sliver that was ready to break in half if I tried to use it again. The woman I spoke to was very cordial and appoligetic to me, and is going to send me some coupons. In the meantime I took another commentors advice and bought 2 bars of Oatmeal and Honey soap at Trader Joe’s. I’ll let you all know how this works out. Me thinks I’ll probably stick w/Joe’s soap W/ the honey in it. I AM a beekeeper and know how very good honey is for us in many, many ways. While I’m on the subject, becoming a beekeeper is a very rewarding experience and I encourage any and all of you to consider trying it as a hobby. You will not only help your local enviroment, if you join a local beekeepers club
    you will meet some of the nicest people in the world, and your neighbors will love you, (and your bees ) for making their gardens more bountiful!Thank you all.

    Comment by joe the beekeeper — January 28, 2010 @ 4:09 pm
  81. Well, I’m back 14 days later. Dial Soap Co. sent coupons like they said they would, so sit down so you won’t fall over from your heavy laughter.
    I recieved the following coupons:
    4-$0.35 off any Dial product.
    1- .40 off any Renuzit product
    1- .50 off any Purex Detergent
    $2.20 total
    Thats it! I’ve probably lost hundred$ because of their cost cutting tactics and their way of being sorry is to send me $2.20 so I’ll be stupid enough to go out and spend more bad money on their products!
    It’s good to know they own Renuzit and Purex, I’ll be very wary of those products also.
    I went to Trader Joe’s and bought the Oatmeal & Honey soap, and I’ve got to tell you, what a great soap to clean your self with! I couldn’t believe how wonderful it felt on my face and……..It’s been 14 days that I’m using it and I can’t see much shrinkage at all.I’m sold on it! And, of course the Honey Bees had alot to do with this soap being so terrific!!
    Speaking of bees again (ahem), if each of you and your friends would plant 2- Butterfly Bushes this spring, you will “bee” helping the honeybees a whole bunch. AND, if you become a beekeeper, you will most often be a “conversation piece” wherever you go. It really is a rewarding and gratifying hobby. You won’t be disappointed! Check out my club– We just had a soap making workshop!!
    Thanks, Joe the Beekeeper

    Comment by joe the beekeeper — February 11, 2010 @ 1:51 pm
  82. Don’t blame Dial, blame Wal Mart. When presented with a price increase, Wal Mart threatens their vendors with being thrown out. Since Wal Mart sells 40% of the Dial sold in America, we are at their mercy.

    Comment by Bob Stevens — April 3, 2010 @ 2:36 pm
  83. i have always loved dial and always hated what happened to the bar. i am tryin other soaps but still buy dial. i am tryin to “wing” myself. PLEASE DIAL-i rather pay more. bring back the five oz. it looks like someone craved each bar my hand.

    Comment by wanda mclaurine — June 14, 2010 @ 6:48 pm
  84. I don’t think I noticed the reduction 5oz to 4.5 but sure did the new cut away version of DIAL that kept slipping out of my hand. I suspected I was getting less for the same price but didn’t go back to the last time I purchased it to check sams sale slip. Had every intention of emailing them but am procrastinator to the Nth. Decideded to google it and was suprised this deception goes back to 2007. Guess that was the 5oz to 4.5. I also am going looking for another. During my years in navy there was a time/place where dial wasn’t avail. Used Ivory unscented and was acceptable. Just looked it up and can get 16 4.5oz bars for $9.99. So next visit to sams I’ll be checking that out with feel check to be sure it doesn’t have concave. For those who want to keep it from dissolving so fast, Don’t leave it on it’s side between uses. Prop it one it’s side. It won’t develop that slim which slides off immediately next time you use it (waste).

    Comment by Frank Holyfield — June 28, 2010 @ 10:24 pm
  85. I have purchased an 18 bar pack of Dial from BJ’s for several years. Last summer when I used the first bar from a new pack I noticed a change in shape. Since I still had one bar left from my previous pack, I was able to make a comparison. The packaging was exactly the same. Both wrappers stated that the soap net weight was 4 ounces. However, the old bar weighed 4 1/2 ounces. The new bar weighed 4 ounces. So Dial changed the wrapper first so no one would notice, and then, six months later, downsized and reshaped the contents. Worse still, the curved shape on one side exposes more surface so the bar disappears faster, and it now breaks in half at the thin point before it is used up. I used to get 8 or 9 showers from a bar of dial. Now I get five. I hate to reward this type of dishonest behavior. The buying public rejected the 12 oz. pound of coffee, and the 12 oz. package of bacon. When I finish my last little bar of Dial, I will switch to a 4 1/2 oz. bar of Ivory. I hope everyone does.

    Comment by John McEwan — August 30, 2010 @ 9:07 am
  86. 40 year Dial user here! I have had enough of Dial’s BS bait and switch. Anybody got an alternative? My loyalty has been ABUSED! I need a soap manufacturer that is true to its customers.

    Get wise Dial. Raise the price. I think we are all wise enough to understand inflation, but we will NEVER tolerate deception!

    Comment by Law and Order — December 9, 2010 @ 11:42 am
  87. Guess what gang….everyone seems to notice the “size” shrinkage…what about the quality?
    Has anyone noticed their bars of soap in the shower are not lasting as long.
    My wife and I are not heavy people at all but we are “round” at 55 years old and we were joking about needing to lose weight because the soaps aren’t lasting. It turns out that the “hardeners” in the soap have been diminished so it will wear out faster!

    Comment by Topaz — December 13, 2010 @ 10:32 pm
  88. Now that they’ve downsized the bars, they wear out to the irritating little soap slivers twice as fast. Thank you Dial and Irish Spring!!! [/sarcasm]

    I’ve already started looking for a decent locally made soap not made by a greedy megacorp, and plan to buy at least a ten year supply just to make sure that I won’t be contributing to a greedy CEO’s bonus for the next decade.

    Comment by Soap Slivers — January 12, 2011 @ 6:20 pm

    Comment by pat haughey — February 7, 2011 @ 7:39 pm
  90. I’m looking for another brand. I’ve used Dial ever since I got my first sample bar but the size is disturbing enough without all the extra creme that makes it disappear that much faster. Anyone know of a soap that equals the old Dial?

    Comment by Patricia — February 18, 2011 @ 9:06 pm
  91. Dial Soap NOW EVEN smaller!

    I was a bit dissed over the whole center being shaven out Dial bar soap, but now….its EVEN SMALLER than that!
    I actually went as far as to contact the company and tell this megacorp that I’ve used Dial since my childhood and due to the downsizing of the bars and the increase in price…I refuse to buy anymore! I’ve posted their actual response. Enjoy!


    Thank you for taking the time to contact us concerning Dial Bar Soap. Your comments are appreciated because they help us to understand how we can better serve our consumers.

    We recently reduced the size and shape of our bar soaps. These changes were implemented to allow us to maintain the high quality of our product and also respond to the rising cost of raw materials and shipping charges. Our goal is still to provide you with quality products at an affordable price.

    Your comments are being passed along to our Marketing Department.

    Again, thank you for contacting us. The issues that concern you are of great importance to us.

    Consumer Affairs

    Comment by Chris — May 23, 2011 @ 5:51 pm
  92. I’ve been noticing for some time how Dial soap wears and breaks in the middle. I opened a new bar today and examined the concave side and the imprinted side. Both are concaved to the point of being ridiculous. I’ve used Dial for 40 years. I too will look for other alternatives. Sure do miss the full size bars.

    Comment by Daniel — July 28, 2011 @ 7:01 pm
  93. I noticed the dial joke bar too….that’s how I found this site….do they think we’re stupid.
    it’s like the Canadian bacon on mcdonalds egg mcmuffin. It used to be at least 1/4 inch thick, now it’s so thin you can’t even taste it. Charge more , but keep the size the same…..

    Comment by Dresden — October 5, 2011 @ 4:28 pm
  94. This is amazing to have so many people commenting on what was once a valuable, worthwhile bar of soap! I loved Dial – depended on it and considered it a “standard” in my home. Not anymore. I might as well collect those dinky little bars of soap from hotels that are cheap and annoying. Way to go Dial! You’ve lowered your standard. I would so much rather pay an extra .50 per package and know you kept your integrity instead of assuming we are all so stupid as to not notice the “shrinking bar” effect. Today I bought a bar of good old fashioned Lava soap. It cost $1.87 and it is still the 5.5 oz soap. I was happy to pay for something worth the quality and quantity.
    Way to go Lava!

    Comment by Danny — October 19, 2011 @ 1:29 pm
  95. I want the 7 oz bars back….. those little bars you just keep getting to the piece you throw away sooner. plus I can hold on to it

    Comment by saggman54 — December 5, 2011 @ 4:27 pm
  96. We have no TJ in our area, and the question remains for me: what substitute is there for Dial that is a soap without lots of perfumes and stuff that make me itch. But since the lightbulb has gone on for me as to what Dial has done, I intend to look for whatever generic soap will fill the bill.

    I believe the anger expressed on this web site as to the shrinking size, deceptive advertising, and corporate chiseling relates back to a sense that the strong, sensible country we grew up in is disappearing. Goods sold for one price, one uniform size, and came with a money back guarantee (car dealers excepted, and that’s why they had the reputation they had). Once upon a time, you went to Mexico and laughed at the cheap stuff in the bazaars that you were expected to bargain for. It defined what was meant by a “Banana Republic.” Look around you, and you see that’s what the USA has become. Everybody on the plane paid a different price for the same ticket, fine print on packaging containing all the “gotchas,” etc.

    But hey, it’s cheap!

    Comment by Brewster — December 21, 2011 @ 3:59 pm
  97. I too will miss my Dial soap but I have had it! No one mentions how UGLY the bar of soap gets after a few uses. The gray lines that appear? The misshapen bumps the bar gets after awhile? I’ve always been a fan—been using it for over 50 years—and would’ve accepted the shrinking size, but the aesthetics are terrible. Oh, and the fact that the pieces will not adhere to a new bar when you open one up. Bah. I’ll check out everyone’s recommendations, thanks.

    Comment by demit — December 22, 2011 @ 11:17 am
  98. Dial soap is now so creamy that it’s gone in no time at all. Northern bathroom tissue is about 1/2 inch narrower. I swear Dawn dish detergent has been diluted. What ever happened to these company’s pride in their products? I’ve used Dial since I got my sample in the mailbox years ago. I’m done with Dial.

    Comment by Pat — April 20, 2012 @ 1:38 am
  99. Am ready for at least the 5oz bar back if not larger.
    Bummed at the henkel corp [which] decided to snake the consumer by reducing the dial gold bar size (was 5oz, was 4.5oz and now 4.oz) and keeping or raising the price.

    Also they changed the formulation to wear our quicker hence more trips to the store to have to buy those dang smaller bars the disappear too quickly.

    What is this world coming to? I hate the liquid soap as it seems half of it is wasted as it rolls off the body.

    Come on Henkel science and development and marketing departments. Bring back you Dial Gold Bar soap we all can write about with love and admiration. Simple marketing customer satisfaction philosophy!

    Here is the link to voice your discontent with the smaller size of Dial Bar Soap:

    Comment by surfsalterpath — May 12, 2012 @ 12:59 pm

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