Baker reveals Betty Crocker’s ‘shrinkage’ over new cover

A TikTok user has called out Betty Crocker after discovering the alleged change in their portion sizes.

In a video with more than 26,000 views as of Sunday, TikTok user Kristen (@kris10k6) shows off what she says is an older box of Betty Crocker cake mix.

“You used to make 24 cupcakes,” she says, pointing to the cooking instructions on the back of the box. She then pans in more boxes of cake mix. “A new package and you’ll only make 21 to 23 cupcakes.”

@kris10k6 #bettycrocker #unimpressed ♬ original sound – Kristen Klochko

The TikToker also notes that the net weight of the product has changed from 432 grams to 375 grams.

“I have a scoop that I use and it was perfect for 24,” he adds in a comment. “Now I have to do a box and a half mix to get my 24 with some extras.

In the comments, many users cited this as an example of “shrinking”. For context, “shrinking” is “the practice of reducing the quantity or volume of a product per unit while continuing to be offered at the same price” per Merriam-Webster.

“Shrinkage, they keep the price the same for a while while shrinking the size. Soon the price will go up for the smaller size,” the commentator explained.

This is a common topic of discussion on TikTok. For example, one user called out a popular supermarket chain for allegedly adding more sauce to support the weight of their frozen chicken wings. Another showed the measly amount of chips he got in a bag of Doritos. Another user documented several instances of shrinking, from Pringles to Starbucks sandwiches and more.

Others in the comments section simply shared their own shrink experiences.

“Whipping cream is now available in 236ml instead of 250ml… like why recipes call for 250ml now I have to buy the big one which costs a lot more,” said the user.

“The recipe I was using called for 1/5 cup. THEY DON’T EVEN DO 1/5 MEASURES,” offered another. “He plays us like a fiddle.

“Yeah, and if you have recipes that call for cake mix, less mix won’t work now,” commented a third. “shrinking at its finest.”

The Daily Dot reached out to General Mills through its web contact form and Kristen through a TikTok comment.

*First published: September 17, 2023, 9:58 AM CDT

Brad Bell

Braden Bjella is a culture writer. You can find his work in Mixmag, Electronic Beats, Schon! magazine and more.

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