Ahead of the Super Bowl, where chips and dips reign supreme, President Biden took aim at a sneaky tactic used by some snack companies: shrinkflation. In a video posted to X, formerly Twitter, Biden declared, “Let’s go!” to enjoying the game, but cautioned viewers: “When buying snacks for the game, you might have noticed one thing: Sports drink bottles are smaller, a bag of chips has fewer chips, but they’re still charging you just as much.“
This practice, where companies reduce product size without lowering the price, has angered consumers and drawn scrutiny from the White House. Biden called it a “rip-off” and a “fast one” pulled by companies hoping consumers won’t notice. He declared, with a touch of frustration, “Give me a break!” before adding, “The American public is tired of being played for suckers.”
While not proposing specific solutions or policies, Biden’s message was clear: enough is enough. He urged companies to “put a stop to this” and “do the right thing now.” The video featured close-ups of popular snack brands like Doritos, Wheat Thins, and Gatorade, further highlighting the issue.
Reactions were mixed. Some applauded Biden’s stance, seeing it as championing affordability for everyday Americans. Others criticized the lack of concrete action, suggesting it was a pre-election ploy. The Consumer Brands Association, representing major food and beverage companies, expressed their desire to work with Biden on “real solutions.”
Whether Biden’s message will have a lasting impact remains to be seen. However, it has brought “shrinkflation” into the spotlight, sparking conversations about transparency, fair pricing, and the challenges facing consumers in an inflationary environment. As Super Bowl Sunday approaches, one thing is certain: snackers won’t be the only ones watching closely.