Don’t look now, but quart jars of Kraft Miracle Whip are no longer 32 ounces.
And, Kraft mayonnaise has similarly shrunk to 30 ounces too.
Kraft held out for almost four years, resisting the temptation to downsize to 30 ounces like its competitors did starting in 2006. (See our old story about Hellmann’s/Best Food mayonnaise.) Why did Kraft finally downsize? Presumably it was not so they could afford to distribute those two little Miracle Whip samples in some of yesterday’s home delivered Sunday newspapers.
According to a customer relations representative, they wanted to “consolidate and reduce packaging” because that is good for the environment, and they wanted to be able to offer the product at the “best affordable price.” There is nothing like a thoughtful, environmentally conscious company, is there?
More formally, a spokesperson from Kraft corporate affairs said, in part:
“Across our Miracle Whip line we recently did a broad overhaul of our packages and sizes. We do this periodically to make sure we’re offering the best possible mix of product sizes and prices. Among the things we consider are how to make them as efficiently as we can while also offering sizes that work for our consumers and our various customers’ store shelving.
As a result, we have totally eliminated some package sizes of Miracle Whip. And in some cases we have slightly decreased or slightly increased the size of our packages. In general, the changes we made are in keeping with what has already occurred in the rest of the category.”
No matter how you spin it, consumers are paying the same price but getting less. In my book (or blog), that’s a backdoor price increase.