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Leave it to the Keebler elves to come up with a devilishly clever way to downsize their chocolate chip cookies so that it might go unnoticed by shoppers.
The above picture was the traditional package of Chips Deluxe cookies until last fall. Then the company decided to refresh the look of their entire line and came out with new yellow packaging.
Savvy shoppers know when they see “new and improved” or “new look” on a package that could be a clue that the product has been downsized. In this case, however, Keebler kept the net weight of Chips Deluxe cookies the same — 13.3 ounces.
Then, not long thereafter, the company decided to downsize a few of their cookie varieties as inconspicuously as possible.
Those clever elves took out two to three cookies from each package, reducing the contents from 13.3 ounces to 11.6 ounces, but retaining the same “New Look” packaging. Even the savviest of shoppers who checked the package when they first introduced the “New Look” packaging would ever think to check again the next time they bought the item to see if it had been subsequently downsized.
Mouse Print* asked Kellogg’s, the maker of Keebler cookies, some very pointed questions about why they downsized, and whether they realized that maintaining the banner “New Look, Same Great Taste” after they downsized the product could easily mislead consumers into believing that only the packaging changed.
The company responded:
“As commodity prices and other costs increase, Kellogg occasionally adjusts package sizes and wholesale prices, and we offer a range of product sizes to meet differing consumer preferences.” –Keebler Media Hotline
Inconspicuously downsizing a product continues to be a sneaky way to pass on a price increase in the hopes that most shoppers won’t notice.