One thing I recently noticed: here in the northeast, we have Market Basket stores. I like to buy brand name Pop Tarts, but they're pricey. You can buy the Market Basket brand and they're 99-cents. The ingredients are the same, the box is the same size, so one would assume it has 4 pks in it - HOWEVER, instead of getting 4 pks in the brand name, there are only 3 PKS in the Market Basket brand!! Yes, consumers need to be more alert!!