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In a video released during the Super Bowl, US President Joe Biden criticized food companies for “shrinkflation.” He accused these companies of making products smaller while keeping prices the same, which he referred to as a “rip-off” and stated that the public is tired of being deceived.

Biden highlighted several examples of products that have been reduced in size without a reduction in price, including Gatorade, Breyers ice-cream, Tostitos and Doritos crisps, and Oreo cookies. The Super Bowl is a highly anticipated event in the US that attracts a large audience, making it an ideal advertising opportunity for companies. However, despite declining a television interview before the game, Biden’s video would have made uncomfortable viewing for some of the biggest food companies.

The US consumer price inflation index surged above 8% in 2022 due to factors such as monetary policy in response to the pandemic, increased global energy prices due to Russia’s invasion of Ukraine, and significant government spending. In response to rising costs, some companies are believed to be reducing product sizes and altering recipes to contain less expensive ingredients. This practice is known as “skimpflation.”

When approached for comment regarding Biden’s accusations of “shrinkflation,” PepsiCo, Mondelēz, and Unilever have not yet responded. It remains unclear how these companies will address the issue and whether there will be any changes to their products following the president’s criticism.

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