Dreyer's Ice Cream Reduces the Size of Its Containers

Ice cream manufacturers are getting pretty sneaky with their packaging. On first glance, it seems like prices may have gone down. Yet, upon a closer look we discover that a half gallon of ice cream has shrunk by two cups. At the grocery store where we shop, it is the Dreyer's ice cream that is taking this smaller form.

I'm not sure if other ice cream manufacturers are shrinking their packaging. It's the Dreyer's Ice Cream I notice, because that is the brand I like and buy. But, I miss the larger containers and find this new trend is giving me negative Dreyer's vibes. I've tried to find if Dreyer's is still available in the half gallon containers. All I know, it isn't available in our local stores.

From a consumer's perspective, I find this product resizing a bit insulting. One gets the feeling they want to raise the price of their ice cream, yet don't want the stupid consumer to notice. They seem to think reducing the packaging will be an easy way to ultimately increase the price.

Perhaps their motivation is an attempt to compete with the Ben and Jerry's market; those smaller packaged gourmet ice cream, at high prices. My sister is a Ben and Jerry's fan. She would rather pay a higher price for a small amount of rich gourmet ice cream. Personally, I actually prefer the lighter flavor of some Dreyer's lines.

These days Dreyer's Slow Churned Ice Cream comes in various forms; Light, No-Sugar, Yogurt Blends and Bars. I'm not fond of the No-Sugar, yet that is a favorite of my father-in-law, who is a diabetic. My personal favorite is the Light Coffee, which is reminiscent of my childhood favorite, Baskin Robbin's Jamoca.

I think Dreyer's has come up with great products for today's market; adding new flavors and new blends, to meet a variety of the ice cream consumer needs. As a consumer we are often flattered when a manufacturer seems to be making a product that will fit our needs, such as giving us less sugar, less fat, or more flavors. Flattering your customer is a great way to obtain customer loyalty. Insulting your customer is a great way to alienate the consumer.

Whatever the motivation behind the Dreyer's Ice Cream's container size reduction, I find it irritating. Smaller packaging means higher prices and more trash for the landfills. But the biggest issue, it just seems sneaky.