I noticed this stuff last year. I have always shopped by unit price and I noticed the change first in ice cream: I was having to pay an new price of $4.48 for the premium "black box" when it used to be 2 for $5 and the box was 1.5 quarts instead of 1/2 gallon. I started buying the store brand after that and jazzed it up with fruit and nuts and homemade sauces instead. So some of us out here DO pay attention. It is up to us to decide to whom we give our money.