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Procter & Gamble confirmed today that it has shrunk the size of its Folgers Classic Roast and Coffeehouse Series as part of an “enhanced, proprietary roasting process.”
The former 13-oz. can has been reduced to 11.3 ozs. Folgers also has introduced a new 33.9-oz. can, down from 39 ozs. Prices for the new lineup remain the same, said P&G rep Jen Becker.
Jim Wisner, president of Wisner Marketing Group, Libertyville, Ill., views the move as P&G’s cost-saving strategy, as the company (and other CPGs) struggle with rising fuel and commodity costs.
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