Honey, they shrunk the orange juice.
Household brands ranging from Ivory soap to Kraft cheese singles have seen their packages downsized up to 20% over the last few years – even though shoppers are paying just as much, according to a new study by Consumer Reports.
The investigation found that consumers are getting less bang for their buck on everything from toothpaste to tuna cans.
"You are paying the same for less," said Consumer Reports senior editor Tod Marks.
The supermarket's biggest losers include a half-gallon of Tropicana orange juice, which should be 64 ounces based on what you learned in school, but is just 59 ounces.
Also svelter: the iconic Häagen-Dazs ice cream pint, which has shed nearly 13% of its weight, and Kraft 2% Milk Singles, now featuring two fewer slices.
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