Thus was I lured by Heinz into buying the new 38-ounce ketchup bottle thinking I was buying the same quantity I had purchased last time, namely 40 ounces. In the picture below, you can see the old 40-ounce bottle on the left and the new 38-ounce bottle on the right. (Click on the pictures for larger images.) The new bottle has a more pleasing shape, but it is harder to hold than the 40-ounce bottle. It also has a larger label printed on an attractive textured paper. Notice that the “40 OZ SIZE” neck band has been replaced with a “HEINZ 57 VARIETIES” neck band. There is no need to advertise the reduced container size.
Only at the bottom of the label do we learn that the new bottle contains less ketchup.
Heinz was the culprit this time, but I’m sure all readers can cite a product that experienced similar shrinkage.