As soon as Kraft announced its plans to help fight obesity by cutting its portion sizes, I immediately knew the fat it was trying to cut was on its bottom line.
I’m not alone; as soon as I got to work and started streaming Weber and Dolan, Jay Weber lit into it. Other sources throughout the day, including blogs and radio personalities, quickly identified the move as designed to improve fiscal fitness more than physical fitness. Altruism? Not from Altria.
Instead of truly promoting the Aristotlean diet, moderation in all things–well, except in moderation, Kraft merely wants to spin and soak its for-profit maneuver in the “you attitude” that business writing professors everywhere encourage undergrads. Now, it’s in a bind. Because everyone has seen through the gesture, Kraft might just have to lower prices for smaller portions (but the same size box!), or face a consumer revolt, unless we as consumers forg—
Hey, look! A shiny object!