A few summers ago you'd grab a half-gallon (2-quarts) of Dreyer's ice cream and take it home for the family dinner. Last summer, cartons of frozen Dreyer's shrunk to 1.75 quarts. This summer the standard container has been downsized to 1.5 quarts.
Is this a grand plan to reduce the waistlines of American consumers?
Nope. Many major ice cream makers, hit by higher dairy costs, have shrunk their standard containers. And unfortunately, only the package shrank, not the price.
As packaged goods makers' costs rise, they are presented with two options: raise prices or reduce the content of the package. While most aretrying a price boost first, a growing number are shrinking the contentsof their packages. Next time you are at the supermarket, check out the size of that Frito Lay's bag or Dial soap bar.
"Downsizing is nothing but a sneaky price increase," says Edgar Dworsky, former Massachusetts assistant attorney general in the Consumer Protection Division, now editor of Mouseprint.org, a consumer website. "I'm waiting to open a carton of eggs and see only 11."
"We did not in any way try to hide this," insists Tim Kahn, CEO of Dreyer's Grand Ice Cream, which also makes - and has shrunk - Edy's. "The package-size change couldn't be any more visible."
Although I don't see any banner announcing "Same great price, now with far less ice cream"
Source: USA Today
