It is in no way a filler story. They labeled the new jars NEW PACKAGE BUT SAME GREAT TASTE yet still show content in small print. why not say NEW SMALLER PACKAGE BUT STILL SAME GREAT TASTE AND SAME PRICE. In this economy where so many are out of work or have taken salary freezes or even reduction, companies like this raise their prices instead of taking it out of the profits which are huge. Do not forget how the oil prices when up and so did their pricing but when oil went down their price did not or not at the same proportion as when it went up. Retailers like WalMart are criticized for controlling the vendor pricing but it looks like we need stores like this to protect us.I am not implying that WalMart is a saint though. Look at Hagen Daz ice cream, they went from 16 oz to 14 oz while dairy prices have pretty much remained constant. Inflation is one thing but this is not an Inflation driven price increase only. If so, how do they justify the money spent on advertising? Seems to me that in a capitalist society we need laws for every thing or we loose everything.