During the Super Bowl, President Joe Biden called out food companies for engaging in “shrinkflation,” a tactic in which products are made smaller while maintaining the same price. He accused big consumer brands of using this practice as a “rip-off” and stated that the American public is tired of being taken advantage of.
The Super Bowl, a highly anticipated event in the United States, attracts a large audience and serves as a prime opportunity for advertisers. The most recent game was won by the Kansas City Chiefs, who secured a last-play comeback against the San Francisco 49ers.
In his video message during the Super Bowl, Biden highlighted examples such as smaller sports drink bottles and reduced ice cream carton sizes, despite prices remaining constant. He refrained from directly naming any specific products or companies but targeted the practice of shrinking products while keeping prices constant.
Some companies are believed to have responded to rising costs by engaging in shrinkflation and “skimpflation” – changing ingredient quantities to reduce expenses. This has been attributed to various factors such as the response to the Covid pandemic, surging global energy prices due to Russia’s invasion of Ukraine, and government spending. Despite declining to participate in a traditional pre-Super Bowl television interview, Biden released his video message during the game which likely caused discomfort for major food companies such as PepsiCo, Mondelēz, and Unilever.