This is one of those stories that begs the question "if nobody had said anything, would anybody have noticed"? So, let's start by asking you a question that I would think would be an important fact to know before deciding your position on the proposed changes that Frito-Lay, the parent company of Doritos is making to their packages of snack chips.

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That question is this. How many Doritos should there be in a 9.75-ounce bag of chips? Unless you work for Frito-Lay or have similar abilities as Dustin Hoffman's character in the movie Rainman, I am guessing you have no idea. Since you didn't know the answer, to begin with, how would you know to be mad if that bag of Doritos you recently purchased was short by five chips?

You wouldn't, which is the genesis for my statement at the top of this narrative. Now let me get down to a few of the hard, crunchy, flavorful facts about Doritos that you might want to know and why new information from Frito-Lay might hurt more than the corner of a Dorito penetrating the roof of your mouth.

Jake's Top 10 via YouTube
Jake's Top 10 via YouTube
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Based on information from Frito-Lay five chips is about half an ounce. So, that would make ten chips per ounce, you're with me so far right? So, in a 9.75-ounce bag of chips, there should be approximately 97 Doritos. Did I do the math right? Ten chips per ounce times nine ounces equals ninety chips. Three-quarters of nine equal 6.75. When you add the numbers together we will round up to include crumbs.

This might be the formula for figuring out how many chips go in a bag. Or maybe it isn't.

Dan Cristian Padure via Unsplash.com
Dan Cristian Padure via Unsplash.com
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Doritos has announced that because of inflation they will be reducing the number of chips per 9.75 ounces bag by five. That means the bags will now be 9.25 ounces. Here's where consumers are getting sideways, the price will remain the same.

The company feels it's less painful, and probably less noticeable too, for consumers to get a little less instead of having to pay a little more for the bag with the extra five chips. I suppose when you sell as many Doritos as Frito-Lay five chips per bag could run into some real money.

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Before you get all upset with Doritos, you need to be aware that many other companies have already made changes to their packaging too. Charmin's Megapack of toilet tissue now contains 20 sheets less per roll than the previous packaging included. The same thing can be said for Bounty Paper towels too. Their "6 Triples" packaging now contains 18 fewer sheets than before.

The same kind of reduction in product for the same price can be found in bottles of Gatorade and Dial Soap. There are also fewer Wheat Thins in the box that you'll be buying and your Ziploc bags have gone from 54 in a box to only 50 for the same price.

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Amazon.com
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As prices continue to move higher and higher many more companies will likely transition to giving you less for the same instead of the same for more. We as consumers tend to feel better about not having to give up less money, even if it means we're getting less of what we paid for. The practice is commonly referred to as "shrinkflation". 

So, the next time you're having a snack and notice the chips don't quite fill up the bowl the way they used to do, there is a reason and no, it's not your eyes playing tricks on you either.

I bet none of the folks that live in these houses is too concerned with the number of Doritos in their bag.

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