Biden criticizes food companies for ‘shrinkflation’ during Super Bowl video message
President Biden slams big consumer brands for ‘rip-off’
Joe Biden has taken aim at food companies for their alleged practice of ‘shrinkflation’ – reducing product sizes while maintaining the same prices. In a video message released during the Super Bowl, the US president accused big consumer brands of trying to deceive the American public, stating that “Some companies are trying to pull a fast one by shrinking the products little by little and hoping you won’t notice.”
Outrage during American football’s premier event
The Super Bowl, one of the most highly anticipated sporting events in the world, garners a massive audience in the wealthiest country. Advertisers seize the opportunity to market their products during this prestigious event. This year, the Kansas City Chiefs emerged victorious with a remarkable last-play comeback, defeating the San Francisco 49ers.
Uncomfortable viewing for major food companies
President Biden chose not to participate in a customary television interview prior to the Super Bowl. However, in a video released through the official Presidential X account, the US leader showcased various products, including Gatorade, Breyers ice-cream, Tostitos, Doritos, and Oreo cookies. While the president did not explicitly name any companies or products, this message likely rattled major food companies such as PepsiCo, Mondelēz, and Unilever – known for their popular brands.
Joe Biden calls out shrinking sizes and rising costs
The US consumer price index saw inflation rise above 8% in 2022, partly attributed to factors like monetary policy responding to the Covid pandemic, surging global energy prices due to Russia’s invasion of Ukraine, and extensive government spending initiated by Biden and other countries. While December witnessed inflation declining to 3.1%, it is believed that some companies have responded to rising costs by marginally reducing product sizes, a phenomenon referred to as ‘shrinkflation’, along with altering recipes to minimize the use of expensive ingredients, known as ‘skimpflation’.
Industry giants contacted for comment
PepsiCo, the parent company of Gatorade, Doritos, and Tostitos, was reached out to for a statement, alongside Mondelēz, the owner of Oreo, and Breyers’ parent company, Unilever. Their perspective on the accusations made by President Biden regarding “shrinkflation” and product sizes will be of great interest.
