Tropicana’s New Single-Serve Bottle Reminds Us That Shrinkflation is Alive and Well

Despite all the attention and backlash against “shrinkflation,” the practice of downsizing packaged goods while charging the same price or more continues.

The latest example that eagled-eyed consumers have noticed is Tropicana single-serve bottles. The new packaging contains an ounce less juice, but the reduction in the product is slightly obfuscated by a new bottle design that also reduces the amount of plastic used.

Despite the feeling of being tricked by shrinkflated packaging, it’s generally legally copacetic, so long as the labeling is accurate. You might only notice while grabbing from the beverage cooler if you’re a diligent label reader. Given the prevalence of shrunken packaging, the cost of miffed customers and redesigning and deploying new packaging seems more than offset by the increased margins brands experience.