In the world of sweet indulgence, few treats have achieved the cult status enjoyed by the Oreo cookie. For generations, these circular confections with their distinctive chocolatey exterior and creamy center have been a source of delight for snack enthusiasts worldwide. However, recent murmurs in the snackosphere suggest that all might not be as it once was in the land of Oreos, as there have been claims that Oreo has succumbed to the trend of “shrinkflation.”
What is Shrinkflation?
Shrinkflation is a term used to describe the practice of reducing the size or quantity of a product while maintaining the same price. This can be done by reducing the weight or volume of the product, or by changing the packaging to make it appear larger than it actually is. This subtle adjustment allows businesses to cope with economic pressures, such as inflation and higher production expenses, without overtly alarming consumers by hiking up prices.
While the strategy helps companies maintain the appearance of price stability, it can be frustrating for consumers, especially when they are not aware of it. It can also lead to consumers feeling like they are getting less for their money.
Are Oreos the latest product to get hit by shrinkflation?
Since the past few months, some fans have taken to social media to air their grievances over the apparent Oreo shrinkflation. On TikTok and Reddit, there are lots of videos and images showing Oreo cookies with way less cream than before.
For instance, TikToker @emily_minnesota filmed herself opening a pack of Double Stuf Oreos only to find out that the cookies have way less cream.
“Oh my god, shrinkflation is out of control. My daughter had to bring a snack for a group so we got a treat of Oreos. [But] This is not double stuff, this is what regular used to be. This has got to stop, this is madness.”
TikTok user @ravengaia also demonstrates the Oreo shrinkflation in a video. She said she had purchased a packet of Double Stuf Oreos to treat herself, but was horrified when she opened it at home because the cookies have way less filling than before.
“This is not a Double Stuf Oreo. That’s what Oreos used to be like that. But now the Double Stuf is the old original, “she said in the video. “I don’t know what the originals look like, but I imagine those – I can’t even imagine those Oreo thins what they’ve got in them. So Double Stufs are no longer double stuffed.”
Additionally, one video in the Reddit thread Shrinkflation, which has over 100,000 members, shows how regular Oreos have way more less filling now than before.
Over on Twitter, user @EvosevichMike posts a photo of showing that the creme filling of Oreos no longer reaches the edges of each cookie.
Shrinkflation hits Oreo cookies-way less white filling~ pic.twitter.com/VW9OSSfZx3
— mike evosevich-AC8ER-ham callsign (@EvosevichMike) November 18, 2023
Because of these observations, some fans commented that the producer of Oreos should be fined for false advertising, as the package photo no longer bears any resemblance to the product inside.
Interestingly, some Oreo fans have noted that this is actually the second round of Oreo shrinkflation. The first one was when the cookie brand made an adjustment to the size of its family pack Double Stuf Oreos. According to eagle-eyed fans, a family pack of Double Stuf Oreos used to weigh 566 grams, while the newer, smaller package is only 530 grams.
Has Mondelez International confirmed the Oreo Shrinkflation?
No, Mondelez International, the company behind Oreos, denied reducing the amount of cream in its cookies/
“We would be shooting ourselves in the foot if we would start to play around with the quality,” Mondelez CEO Dirk Van de Put told The Wall Street Journal (via The Daily Mail). Van de Put added that Mondelez monitors its brands closely and has not noticed a significant rise in creme-related complaints.
Meanwhile, Lynn Dornblaser, director of innovation and insight at market-research firm Mintel, told the Journal that a review of regular and Double Stuf Oreos since 2004 found no observable changes in their on-pack ingredient and nutrition statements, suggesting that consumer complaints on social media could be caused by manufacturing issues in cookie plants.