The new packages of Annie’s Shells and Aged Cheddar proclaim that the new recipe is cheesier.
But the ingredients don’t exactly shout new and improved.
*MOUSE PRINT:
While cheese is still the predominant ingredient, the new cheesier version has had the butter and skim milk removed and corn starch – a thickener – added. The amount of salt has gone up. Worse, the amount of protein and calcium has gone down when one might have expected it to increase if there is more cheese in the product.
Many recent reviews on the company’s website pan the new recipe, saying things like:
Now comes the Flora Food Group (formerly Upfield), the maker of Imperial margarine, tinkering with the recipe for its product.
When it was advertised in the ’70s, Imperial had 80% vegetable oil, tasted like butter they said, and made you “feel like a king.”
Boy how times have changed. (For purposes of this story, we will still refer to the product as “margarine” although it no longer meets the legal definition since it has less than 80% fat.)
*MOUSE PRINT:
The most recent previous version had 53% vegetable oil. Clearly there had to have been many interim versions to get from 80% down to just 53%. Now, the current version has only 48%. And the calories dropped from 70 per tablespoon down to 60.
How did they accomplish this? Like Smart Balance, they literally watered down the product. Looking at the nutrition label reveals the change.
*MOUSE PRINT:
In the previous version of Imperial, vegetable oil was the primary ingredient. In the current version, water predominates. But strangely, the fat content remains seven grams per serving. How is that possible?
We asked Flora for an explanation. All a company spokesperson would say is:
Regarding the nutritional information on the label, the serving size and nutritional values are determined through detailed analytical testing in accordance with FDA guidelines. While the overall fat content of the product has been adjusted, the fat content per serving is declared accurately in accordance with FDA guidelines.
Perhaps it is a rounding issue on the number of grams of fat. Who knows?
A bill to regulate shrinking products was recently filed by the Connecticut Attorney General. It is one of the first of its kind pieces of state legislation in the United States. (Some other countries have laws requiring disclosure when a product is downsized.)
The proposed law in Connecticut does not ban shrinkflation, but is a disclosure law requiring notice to shoppers if a product now contains less than it did but the price has not dropped proportionately.
In particular, it says in abbreviated form:
*MOUSE PRINT:
(Effective July 1, 2025) (a) No vendor shall downsize, or reduce the quantity, amount, weight or size of, any consumer product, unless such vendor: (1) Reduces the price charged for such consumer product by an amount that is commensurate with such downsizing or reduction; or (2) Clearly and conspicuously discloses that such vendor has made such downsizing or reduction during the twelve-month period beginning on the date on which (A) the downsized consumer product is first sold, or (B) the consumer product is first sold in such reduced quantity, amount, weight or size.
That last part is not clear, but what is certain is that the “vendor” has to clearly disclose that the product has been downsized. Missing are details like what form the notice has to take, where it has to be displayed (like on the package or shelf), and what specifically has to be told to the consumer other than the fact that the product now contains less. Presumably regulations by the attorney general’s office will have to be promulgated, and I would advocate that they should require a statement that includes the old size or the percentage reduction in size.
Who is responsible for the disclosure? According to the bill, the “vendor” is. “Vendor” is defined as including the distributor, manufacturer, retailer, supplier or wholesaler. So both the manufacturer and retailer would have responsibility for making the required disclosure.
Good luck getting this bill passed, Connecticut. Expect huge opposition from the businesses affected.
A bill to regulate shrinking products was recently filed by the Connecticut Attorney General. It is one of the first of its kind pieces of state legislation in the United States. (Some other