The “New Design, Less Cereal” Trick

by Barry Moltz on September 19, 2010

We see a lot of companies redesigning their products.  Usually a redesign is around stressing some new innovation or repositioning their brand versus the competition.  Things are a bit different with my favorite cereal.

Barbara’s Bakery’s Puffins redesigned their box this past month.  On the left is the old box which contained 12 ounces of cereal.  The redesigned box on the right which looks more natural is only 10 ounces.  It should not be a surprise that Puffins still costs the same.

Now, I do not expect the box to say “New Design, Less Cereal” but I think it is disingenuous to hide that a company is selling a smaller box of cereal for the same price with a redesign.  This violates one of the principals of the BAM Good Manifesto:

“When we decide to change something in our agreement (raise or lower our prices, alter our hours, drop or add a service or product) we will tell you in advance in a very public way.”

What I prefer is that Barbara’s make it more public.  Why sell less for the same price?  High quality or more natural ingredients?  Perhaps.  What really matters is that they do not try to hide the price increase in a box redesign.  This is apparently what Barbara’s has done.

{ 2 comments… read them below or add one }

lauren brenneman September 19, 2010 at 8:17 pm

not only is the package smaller but the cereal has changed. I guess I’ll be on the search for the true original now – the very difficult to find….Quaker Corn Bran. I hate to have to buy it by the case but it’s so good it’s worth it. I bought 4 boxes of the new Puffins (which they didn’t even label as new rrrr!). They will be returned this week!

Barry Moltz September 19, 2010 at 10:11 pm

I thought there was something different about the cereal..but the ingredients are the same..what gives?

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