Kellogg’s is resorting to “deceptive” ways to distract shoppers from its inflation-reducing tactics.
A photo shared on Reddit highlights how the brand has made its family-sized Special K box taller, while reducing the amount of cereal inside.
Inflationary contraction occurs when products are reduced in size or quantity while the price remains the same or even increases.
“As a consumer, you would think about grabbing the ‘bigger’ box, but you realize it weighs 1.3 ounces less,” one user on Reddit wrote alongside the photo. ‘Oh, and of course, it’s the same price!’
The smallest box contains 16.9 oz, as the image shows, while the tallest box contains 15.6 oz.
A photo circulating on the social media site Reddit shows how the brand increased the height of its family-sized Special K, but actually reduced the number of ounces of cereal in the box.
While the exact price of the 16.9 oz box is not shown in the photo, the 15.6 oz box costs $5.49 at the unnamed store.
Outraged consumers commented on the Reddit thread, accusing Kellogg’s of “leading the way as one of the worst offenders of this globally.”
“Now they’re just laughing at us,” one user wrote.
‘I imagine the meetings in the boardroom. “They will fall into the trap,” he added.
“Disgusting, on so many levels,” wrote another.
A frustrated consumer also chimed in: ‘That’s what makes me so angry! It’s intentionally misleading!’
Another photo on Reddit also shows a similar size change with Kellogg’s Raisin Bran, where the tallest package contains 27.1 oz and the smallest box contains 34.2 oz.
“Shame on you, Mr. Kellogg,” the user wrote alongside the photo.
It comes after new findings released earlier this month laid bare the true extent of “counterinflation” in the US and the extent to which Americans are being shortchanged.
Of almost 100 everyday products analyzed by loan treefound that a third had shrunk in the past five years.
Meanwhile, the cost stayed the same or increased.
“People are already frustrated that things cost more,” said Matt Schulz, chief credit analyst at LendingTree.
‘The inflationary contraction only adds salt to the wound. All of this leaves many Americans feeling pressured each month to afford the basic things they can’t do without.’
Another photo on Reddit also shows a similar size change with Kellogg’s Raisin Bran.
Of nearly 100 everyday products analyzed by LendingTree, it found that a third had declined in the past five years.
A report from LendingTree has laid bare the true extent of “counterinflation” in the US and the extent to which Americans are being shortchanged.
Household paper products, including toilet paper and paper towels, saw the largest change in size during the period, according to the study, with a 60 percent reduction in the number of sheets.
After household paper products, breakfast items were the most likely to shrink, LendingTree found.
LendingTree researchers compared Walmart product prices and sizes from 2019 and 2020 through August and September 2024 to find out which items had changed the most.
In addition to most being reduced in size, he also found that only two items had dropped in price. during the period of time.
Schulz said companies prefer to reduce product sizes rather than increase prices, because they know customers don’t like it when this happens.
“Inflationary contraction is a small way to avoid this,” he said.
‘Instead of increasing the price of something, companies reduce the size of the product while keeping the price the same.
‘If done cleverly, customers may not even notice. However, the problem is that when they do this, the customer is left with a bad taste in their mouth because it feels very deceptive.’
It comes as two Democratic lawmakers earlier this month accused Coca Cola, PepsiCo and General Mills of profiting from consumers through inflationary contraction.
Senator Elizabeth Warren and Representative Madeleine Dean wrote to the companies’ CEOs accusing them of subtly reducing the size of cereals and soft drinks sold in stores.
“Unfortunately, this price increase is a widespread problem, with corporate profits driving more than half of inflation,” they said.