Good news for all you dieters!
Containers of Breyers Ice Cream now contain 25% fewer calories, 25% less fat, and 25% less sugar.
How was Breyers / Unilever able to come up with a product that tastes just as good, but which contains fewer calories? They simply made the package smaller. Again. (They also added this secret ingredient).
For the second time recently, Breyers Ice Cream has been downsized by Unilever. Reduced. Shrunk.
For as long as this ice cream lover can remember, Breyers Ice Cream was sold in half-gallon (64 ounce) cartons. First, Unilever downsized the half-gallon carton to 1.75 quarts (56 ounces), which was a 12.5% reduction. Now, they have downsized the 1.75 quart carton to 1.5 quarts (48 ounces). This means the original half-gallon carton of Breyers is now 25% smaller at 1.5 quarts. The 1.25 quart carton of Breyers Ice Cream can’t be too far away.
To make things worse, unless we’re mistaken, the price of a carton of Breyers Ice Cream has gone up while the size has shrunk. But even at the same price per carton, a 25% decrease in product equals a 33% increase in price-per-ounce. For instance, even if the cost of a carton of Breyers held steady at a hypothetical price of $4.00, you used to get 64 ounces for that $4.00. But now, you will pay $5.33 for 64 ounces (one-and-a-third cartons), a 33% price increase. Factor in the increase in the price of a carton, and you’re probably paying 40% or 50% more than you did, say, a year ago.
We knew something was up when we opened the door to the freezer case on a recent shopping trip. The Breyers Ice Cream cartons looked smaller. The cartons look more like funnels than ice cream cartons. But it wasn’t until we looked closer that we realized that Unilever was up to their usual tricks. Breyers cartons proclaim things like “with fresh milk & cream”, “All Natural”, etc, usually as far away from where the carton weight is printed as possible. Wasn’t Breyers always made with fresh milk and cream? Why the attention-getting claims? Because Unilever’s usual way of drawing your attention away from the part of the package that states the shrinking weight of any of their products is to print some attention-getting claim somewhere else on the label. In our opinion, a pretty lame example of Deception Engineering on Unilever’s part.
Sure enough, their 1.75 quart containers of Breyers are now 1.5 quarts. Sneaky. Very sneaky. But we still noticed, so not sneaky enough. We think everyone else will notice too. If not, that’s why we’re here.
Here’s a photo of the downsized Breyers cartons posted at consumerist.com
We put the Breyers back and bought another brand that offered better value. If you’re wondering whether you can still find a half-gallon of ice cream that is a full half-gallon, the answer is YES ! You can find it here, and it is still less expensive than the downsized brands.
If Unilever does two more downsizings of one-quarter of a quart each, as they have done recently, you will then be getting one quart instead of a half gallon of ice cream. Even at the same price-per-carton, that will be a cost increase of 100%. That’s double.
…but imagine how much easier it will be to carry those grocery bags home.
(Psst… Hey Unilever… You should know that each time you downsize one of your products, there will be more and more of your customers who will simply conclude that it’s no longer worth buying. There’s a tipping point, at which the decline in market share begins to accelerate, and the product never recovers. An example of this is the newspaper publishing business. Ad revenues decline, so publishers cut back on content, number of pages, the size and quality of the paper they use to print the publication, etc, while at the same time raising the cover price. Readership declines, which further erodes advertising revenue. Soon, the publisher realizes it’s a loosing battle. It’s reached the vanishing point. Similar dynamics apply to consumer products.)
- Routing By Rumor