Häagen-Dazs Shrink Ray as Marketing Opportunity

Like so many others, Häagen-Dazs ice cream has decided to sneakily trim down its container size rather than raise its prices. This raises ire in a lot of people [Me! I'm one! –Ed.] Häagen-Dazs provided a public explanation for their decision, claiming that they'd prefer to reduce the size of the container rather than reducing the quality of ingredients.

To offset increasing costs, we did not consider reducing the quality of our ingredients or the care we take in making your ice cream, sorbet, and frozen yogurt. We opted instead to slightly reduce some of our carton sizes.
This was a difficult decision. But we hope you'll agree that our promise to never sacrifice the quality of our ice cream—what we put in as well as what we leave out—is what the Häagen-Dazs brand is all about. The carton may have changed slightly, but your Häagen-Dazs ice cream has not. You can count on that.

Häagen-Dazs knows how to spin it! Smart marketing: redirecting the conversation from the smaller package size to the fact that they have integrity, that they won't ever "sacrifice the quality" of the product. Note that nowhere in this message is a mention of carton price or cost-per-ounce. Somehow we suspect that Häagen-Dazs might be padding the profit lines a little bit with what is essentially a 14% price increase — the cartons are changing from 16 and 32ozs to 14 and 28.


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