The package may look the same; the product tastes the same; yet they have the distinct sense that there's less of it. But where's the proof? That's why the editors of the website Consumerist so gleefully called out Borden cheese in the U.S. earlier this month. The manufacturer had shrunk the package from eight to seven ounces, with nary a mention of the change—but for one reference to the original weight left by mistake above the UPC code. It was a rare "gotcha!" moment in a sector that's been on a diet in recent years, dropping ounces and inches from products without making a fuss or getting much attention.
Some customers do notice. When Jodi Switalski sensed something had changed with her chips, she turned to social media. "Is it just me or did they shrink the bag size AGAIN of the Sun Chips?" she posted on Facebook. Earlier this year, when customers spied smaller Chobani-brand yogourt containers, they, too, flipped out, leaving messages on the American company's page. And loyal fans of President's Choice "the Decadent" chocolate chip cookies voiced their suspicions last year. "Is it just me, or do the Decadent chocolate chip cookies now have six fewer cookies per package?" read Chris-Holly Muncey's post.