A few weeks ago, Sen. Elizabeth Warren and Rep. Madeleine Dean wrote to the CEOs of several corporations, including PepsiCo, accusing them of a pattern of profiteering off consumers by shrinking their products and charging the same or higher prices. We’ve covered various PepsiCo products including Tostitos downsizings over the years.
Then last week, breathless headlines announced that PepsiCo, which also makes Ruffles, Doritos, Lay’s and other brands, was reacting to these accusations of shrinkflation, and was now going to add 20% more chips to certain bags.
In the CNN story, the company said:
A PepsiCo spokesperson told CNN that Tostitos and Ruffles “bonus” bags will contain 20% more chips for the same price as standard bags in select locations. PepsiCo is also adding two additional small chip bags to its variety-pack option with 18 bags, the spokesperson said.
*MOUSE PRINT:
Consumer World AI Mock-upDon’t jump to conclusions that PepsiCo has seen the light, is caving into governmental pressure and consumer anger, and plans to upsize all their products. PepsiCo is simply coming out with some “bonus” bags on some products in some areas it appears. By definition, a “bonus pack” is a temporary promotion whereby the new package has some additional content compared to the regular size. They did not announce a general upsizing of their products.
So, enjoy the extra chips while they last.
Haven’t bought Name Brand chips in years, there’s no reason to anymore when store brands are fine and less expensive
20% more in smaller chips or 20% more in weight?
8oz bag shrinks by 20%: new size is 6.4oz
Loud public outcry ensues
Company announces they’re increasing size
6.4oz bag grows by 20%: new size is 7.68oz (still smaller than the original)
Yeah, like someone said: “The public has a short memory.” Once the blowhards in Washington declare victory, the packages will either shrink or the price will increase. And Frito-Lay will keep pushing the little brands off the shelves. Most major retailers charge “slotting fees” for space on a shelf which can be from $20k-100,000k for one position. Those large costs only allow the very large vendors who can afford the cost to participate.
“Bonus” bags on some products in some areas” (AKA not coming to a store near you).
I liked David’s comment, suggesting that store brands are just as good as the name brands. Only problem there, is that even the store brands have experienced shrinkflation. “Bonus 20% More”? I wonder how long that’ll last; it’ll probably be shrinkflation of shrinkflation.
It’s all going to amount to a case of let the chips fall where they may…
They come out with “bonus” bags all the time so this is nothing new nor will it be permanent. I don’t buy Tostito’s anyway so I don’t care. I usually buy Aldi brand as they are pretty good and much cheaper.
Even if this were permanent, this would just be a standard part of the shrinkflation cycle.
You have regular and party size.
Both get smaller year over year.
Before long party size is about the same size as regular used to be.
Now you rename party size to regular and introduce family size.
Rinse and repeat.
The deception is especially annoying given the company’s ostensibly good reputation/scores in ESG studies, report cards, etc. Akin to Unilever. It would be nice to see an analysis that reflects the wide variety of deceptive marketing through a corporate ethics framework.
We recently purchased a box of snack bags (Doritos, Fritos, etc) and although it’s hardly scientific the Doritos chips themselves are – to me – demonstrably smaller in thickness. i.e. more thin and brittle, they barely crunch (the dusty addictive nacho flavour is still there 🙂 ….).
So perhaps they’re adding more chips but net weight doesn’t increase at all? I’d be more willing to measure them if the chips themselves weren’t so immediately not-worth-eating anymore.