Downsizing / Shrinkflation

Here are products that have shrunken in size as a sneaky way for manufacturers to pass on a hidden price increase.

Updated every Monday!   Subscribe to free weekly newsletter.

Are Tostitos and Other Chip Brands Really Reversing Shrinkflation?

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.

PepsiCo headlines

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:

Tostitos Bonus PackConsumer World AI Mock-up

Don’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.

Updated every Monday!   Subscribe to free weekly newsletter.

How Skimpflation Works in Restaurants

In October last year, Red Robin announced an upgrade — that it had a “new and improved lineup of gourmet burgers” that were “juicier and more flavorful.”

This August, Red Robin further announced a limited time promotion for a gourmet cheeseburger and unlimited fries for $10. No doubt, this is a pretty good deal given fast food prices and portion sizes today.

Red Robin $10 promotion

One Red Robin regular, WiseSofa1748, commented on their burgers in the following post, saying they are not as good as they used to be because the reason they are juicier is that they are fattier.

The new burgers they use suck. The old ones they had for years and years were so good. I asked the store manager when I last went and she told me it was really to cut costs, they went to a less lean, cheaper cut of beef that allowed it to be “juicier” aka more fat and slightly bigger bc its a crappier cut. It doesn’t taste near as good. Same for the bun and cheese she said, both were swapped out and Red Robin claimed it was for taste but as always it was to save a buck.

Are the consumer and the manager right? We did a little detective work to compare the current nutritional disclosures for their gournet cheeseburger with the previous listing from a year earlier, excerpted below.

*MOUSE PRINT:
Red Robin Nutritional comparison

Indeed, the amount of fat content went up, while the amount of protein went down. Since the company announced that it was making its burgers bigger and juicier last year, that could account for the increase in fat. However, the amount of protein should have gone up too if the company maintained the same lean to fat ratio.

We made multiple requests of the company to find out if they made the alleged changes to their burgers, but they did not respond.

While the media focuses on shrinkflation a lot these days, skimpflation is even more insidious. With shrinkflation, at least you can objectively discover when a product shrinks. But with skimpflation, product tweaks or reformulations are not generally announced or easy to discern.

We don’t know the recipes used by restaurants, the exact portion size you normally get, the grades of meat they buy, the quality or quantity of all the ingredients used in a dish, etc. So it is even easier to tinker with these things and most consumers would be none the wiser.

If you spot an example of skimpflation, please send the details and any proof you can unearth to Edgar (at symbol) MousePrint.org. Thanks.

Updated every Monday!   Subscribe to free weekly newsletter.

Here We Shrink Again – Summer 2024 – Part 2

We conclude our two-part series this week about products that have recently been downsized (shrinkflation).

Brawny Paper Towels

Paper towel manufacturers seem to always be reducing the number of paper towels on each roll and sometimes even the dimensions of each sheet. This time, the tear-a-square variety went from 120 sheets on a roll to just 100, but each sheet on the new one is 4/10th of an inch longer.

*MOUSE PRINT:

Brawny paper towels

Maxwell House 100% Columbian Coffee

Remember when cans of ground coffee were a full pound? Over the decades, the contents have been continually whittled down to the point where you don’t even have 10 ounces of coffee in them, like this variety that was just downsized. And the big canisters lost almost an ounce and a half.

*MOUSE PRINT:

Maxwell House 100% Columbian

Maxwell House Columbian

Gillette Custom Plus 3

Nick B. buys his razor blades at Costco and he sent us this picture showing that their 36 packs of Gillette Custom Plus 3 razors now only have 30 of them — a 17-percent reduction. And the price stayed the same at $31.99.

*MOUSE PRINT:

Gillette blades

Kellogg’s Special K Red Berries Cereal

Kellogg’s has been busy this year reducing the contents of various of its cereal varieties. This one is particularly surprising because the new box is actually taller than the old box! How is that possible? They made the new box more narrow.

The contents went from 16.9 ounces down to 15.6 — the equivalent of losing one bowl of cereal in every package.

*MOUSE PRINT:

Special K Red Berry

Tom’s of Maine Toothpaste

Like so many brands, Tom’s of Maine is shrinking their tubes of toothpaste. This time, the already small 4.7-ounce size went down to just four ounces.

*MOUSE PRINT:

Tom's of Maine

DiGiorno Rising Crust Pizza

Consumers lost almost three ounces of pepperoni pizza in these boxes. At least the new one no longer says “33% more.” Thanks to our ace shrinkflation spotter, Richard G., for finding this.

*MOUSE PRINT:

DiGiorno pizza

Mission Carb Balance Whole Wheat Tortillas

If you didn’t check the number of Mission tortillas you were getting in the package, you might not have realized the old eight-count pack now only has six tortillas — a 25-percent reduction. Thanks to Devin B. for this submission.

*MOUSE PRINT:

Mission tortillas

Kellogg’s Raisin Bran Crunch

In another downsizing where Kellogg’s has made the new package taller but narrower, almost two ounces was removed from Raisin Bran Crunch boxes, and the price stayed the same. Thanks, Richard G., for spotting this.

*MOUSE PRINT:

Kellogg's Raisin Bran Crunch

Lesser Evil Popcorn

Andie S. told us about Lesser Evil popcorn which has been reduced in size by almost 10 percent. The five-ounce bag is now 4.6 ounces. Popcorn kernels are so cheap, it is hard to imagine why any company has to skimp on them.

*MOUSE PRINT:

Lesser Evil Popcorn

Green Mount K-Cups

Steven C. alerted us to a change in the number of k-cup pods that are in Green Mountain boxes. Their smallest box just went from 12 cups to 10… and the price stayed the same.

*MOUSE PRINT:

Green Mountain K-Cups

If you spot a product that has been recently downsized, please take a picture of the old version and the new version, showing the net weight or net count, and email it to Edgar (at symbol) MousePrint.org . Thanks.