OREO Cookie - Portrait - © 2011 OREO

Shrinkflation Alert! OREO Fans Report ‘Stuf’ Shrinkage!

And there are photos to prove it. Did Nabisco really think it could get away with shrinking the amount of Stuf in its classic cookies without fans noticing? It appears the OREO’s frosting layer has been reduced by what looks like at least 25 percent from the original!

OREO Shrinkflation - © 2023 delish.comOreo Stuf then…                                                 …OREO Stuf now

What’s the world coming to? Even the world’s most iconic brand-name cookie is apparently resorting to ‘shrinkflation’ tactics to save a little on manufacturing costs. The SHAME!

Not such a little bit?

Of course, if you add it up… That represents a significant saving for Nabisco when you multiply the penny or two the Stuf costs per cookie by 60 billion OREOs sold each year! Yes. That’s ‘billion’, with a ‘B’. think about it: 60 billion cookies times just 1 cent = $600,000,000!

Of course, the company has not formally announced the shrinkage. They were counting on sneaking it past us. Do they think millions of fans are stupid? Or blind? consumjers should demand – and receive – a humble apology from Nabisco for this blatant ripoff!

Of course, prices haven’t gone down. And the only way they’ll go in the future is up.

Not unprecedented

Remember the introduction of OREO Thins? What a great (albeit sneaky) way to get you psychologically accustomed to thinner OREOS?

But the cookie maker itself has educated us to eat our OREOs in a specific way that makes the Stuf shrinkage impossible to miss:

“The ‘twist, lick and dunk’ method is the OREO team’s tried-and-true approach. While fans might add their own steps to the process, twisting the cookie halves apart, trying the layer of cream and then dunking the OREO into some milk is what the brand swears by.”

The instant you twist off the top wafer, you see the evidence, clear as day!

Didn’t ‘get ahead of it’

I would have thought a venerable old, experienced company like Nabisco would have thought through the whole scenario a bit more diligently.

Marketing and promo people know, you need to ‘get ahead’ of any outside comment (especially if it’s not complementary) when a change is in the offing. Especially one that’s likely to be controversial or received negatively. I’m not sure what Nabisco should have dome prior to shrinking its OREO Stuff.

But they could have at least phased-in the change. Start with a big, bright, happy announcement that new ‘Less-Stuf OREOs’ are on the way. ‘Less sugar, fewer Calories, better for the environment’, and all the usual jazz.

But add strategically that Original OREOs are also still available – ‘If you really want them’.

Phase 2?

After a few months, I’d expect to see another announcement from Nabisco: “We’re proud to announce that we’re going all-in 0n new, Less-Stuff OREOs, our more sustainable, healthier version of the iconic Original. Our fans have spoken: They want the new OREO! And that’s what we’re giving them. We call it ‘The OREO of the Future’!”

Whether the fans actually demanded Less-Stuff OREOs in significant numbers or not, no individual fan – or even groups of fans who might have come together on  social media – could claim they represented the ‘majority’. For purposes of… say… a class action suit?

Fans are really ticked

A current Reddit thread tells a tale of betrayal and resentment..

“Looks like false advertising to me. Get a few friends together and start a class action.” one commenter suggested.

They’re doing it with Burger King. Saying the actual product doesn’t look anything like the product on the menu boards. I think the Oreo thing here is another particularly egregious example of this deliberate manipulation.” another Redditor commented on the comment. (Link added – Ed.)

True! BK is in court over a class action claiming it ‘oerstated the size and amount of toppings on its Whopper in avertising photos and illustrations. Nabisco, now, is still caling the sprunken product ‘Original’ OREOs, and displaying filled-to-the edges cookies on its packages and in its ads.

‘Manipulation’, ‘Deception’ words of the hour

Many other Redditors weighing in also brought up the issue of ‘false advertising’.

One less-enraged poster noted: “As of I didn’t need another reason, this seals the deal for me. Never another Oreo product. It says also Milka and Toblerone. I’m going to Google it but anyone know offhand what some of the other popular American Mondelez products are?” A timely reminder that Nabisco is now owned by Swiss-based sugar-based-foods giant Mondelez. Not even an ‘American’ company any more – for those who care.

And, to make things even worse

“If you want old school regular OREOs, just get double stuff.” One commenter suggested. But yet another thread participant countered:

“Even that is not double. […] Someone analyzed it and it’s really [only] 80 percent more. Hence why the spelling is weird. It’s meant to mislead.”

The plot thickens…

… As the OREOs get thinner. My take? A class action suit is just a matter of time.

~ Maggie J.