Shrinkflation has been a problem for decades. The business practice where a brand keeps the price of a product the same while shrinking its size dates back at least to the 1950s. However, now customers are no longer letting corporate America get away with it.
Following months of public outrage across social media about portion sizes, Chipotle announced that it would re-emphasize the importance of “generous portions” to its workers. Despite claiming there was “never a directive to provide less” in the first place, their vow to do better feels like a silent admission of guilt.
PepsiCo, meanwhile, is downright admitting to shrinkflation and making a real change as a result of public outcry. A representative for the brand told Today that the company is adding 20% more chips to “bonus bags” of Ruffles and Tostitos, and won’t be changing the price.
According to the outlet, the decision came in response to public shaming from consumers. Indeed, social media is brimming with complaints about shrinking portion sizes.
“Pepsi replaced its 32oz Gatorade bottle with a 28oz for the same price, Nabisco shrank the family size box of Wheat Thins by 12%, General Mills shrank the family size box of Cocoa Puffs by 6%, [and] Frito-Lay shrank the size of a bag of Doritos by 5%,” wrote former secretary of labor Robert Reich in May. “Shrinkflation is everywhere.”
“Doritos removed 5 chips from each bag, Bounty trimmed its rolls by 3 sheets, and Wheat Thins determined that family size is now 2 oz smaller—all for the same price as before,” another person chimed in.
One TikToker, meanwhile, shared his live reaction opening a snack-sized bag that had just five chips in total.
“I can’t even bring myself to buy chips anymore. To get two handfuls in a $6 bag is maddening,” one person commented under the video. “@doritos explain yourselves,” another said.
Even lawmakers are doing their part to end shrinkflation. Senator Elizabeth Warren and Representative Madeleine Dean wrote letters to PepsiCo, General Mills, and Coca-Cola earlier this year.
“People have noticed that their box of Cheerios and bag of Doritos are smaller, but prices are higher—and at the same time these giant corporations are paying lower tax rates than the average American,” Warren said in a statement. “We can’t let them get away with this price gouging and tax dodging. It’s just plain wrong, and we’re fighting back.”
If it worked with Tostitos, it looks like we just need to publicly shame more food brands to do the same.
Megan Schaltegger is an NYC-based writer. She loves strong coffee, eating her way through the Manhattan food scene, and her dog, Murray. She promises not to talk about herself in third person IRL.
