Status: 15.01.2024, 13:28 PM
By: Sandra Sporer
CommentsPrint Share
The print on some Oatly products has become noticeably smaller. On the Internet, the big guesswork begins – the company clarifies the matter.
Kassel – In most cases, shrinkflation is one thing above all: annoying. The consumer pays the same price as before, but gets less in return. Many consumers no longer want to simply accept the hidden price increases and are therefore calling for mandatory labelling. Then it would be easy to detect cases of shrinkflation.
A cost-cutting measure at the Oatly brand, on the other hand, did not cause frustration, but above all amusement. One part of the product had shrunk – but one that was not a disadvantage for the consumer. Namely, the logo. This is significantly smaller on one of the two packages of vegan oat milk that a supermarket customer photographed and published on Reddit. In the comments under the post, some – not always serious – solutions were mentioned, which could be the reason for the change.
The new, smaller print on the Oatly pack caused some astonishment. The background is supposed to be an advertising campaign. © Screenshot/Reddit
Supermarket customer astonished by "printflation" at Oatly – misprint or advertising campaign?
For example, many suspected that the package with the smaller print was simply a mistake. One user speculated: "Accidentally adjusted the format from A4 to A5 when auto-centering. Or use the 0.5l carton setting when printing." Another, who also assumed a printing error, stated that he worked for an online retailer. Unfortunately, it is not possible to verify whether this is actually the case. He wrote: "We have thousands of the latest batches here. Seems to have been misprinted. There is also no notification of a design change."
However, this was contradicted by the statement of another user, according to which this is supposed to be an advertising measure: "No printing error, intentionally reduced in size. I can't remember what exactly it said, but I think it said something like: Content is getting smaller everywhere, not with us, it's just the text that is shrinking."
Smaller logo at Oatly Measure to reduce costs? Users disagree
The second theory, which has had many supporters, is that this is a measure to reduce printing costs. One comment read: "Save money, less printer ink (it's really expensive)." Another user jokingly referred to the reduction in the size of the print as "printflation". Another jumped in on the joke: "Such impudence, now you get even less color print on the package."
My news
Extensive spice recall – long-term illnesses can read the following
Traffic light cancels important function in current accounts – banks speak of "setback" for GermanyRead
Supermarket customer (44) has to show ID at the checkout - because of a bar of chocolate reading
Fruit recall at Edeka: Private label product can cause internal bleedingread
Health card of the health insurance company before the end? What will change for insured persons from 2024read
Disruption at Deutsche Telekom: Thousands of customers across Germany affectedread
But is the new print really more economical? Some users questioned this. For example, one wrote: "Even more (paint consumption). The white fields have become smaller, which means that more black ink has been used to print the grey."
Oatly explains the supposed misprint on the oat milk package
At the request of IPPEN. MEDIA clarifies the facts to Oatly. "Said packaging with the scaled-down print and Oatly logo is actually a joke that our creative team allowed themselves," said a spokeswoman for the Swedish food company. The corresponding explanation can also be found on the side of the packaging.
In general, Oatly regularly redesigns its packaging. There have been a total of 80 different designs so far, according to the Oatly spokeswoman. "Traditionally, at Oatly, we've always seen our packaging as one of the most important means of communication, where people can read everything about us, our mission, little love messages, funny 'nonsense' jokes or climate facts."
Meanwhile, the consumer advice centre regularly uncovers cases of shrinkflation. But it's not just the filling quantity that is tricked. Manufacturers sometimes also reduce the quality of their products in order to keep the price and thus their profits stable. (sp)