Around Christmas time 2004, my neighborhood Smith’s grocery put out displays of large Hershey’s candy bars. A table appeared by the entrance, the first thing one saw, covered with stacks of various bars, including my favorite bar with almonds. The price was 10 for $10. Why not just $1 each? They probably sell more the way they were priced — I know I bought more than I should (and loved every one).

I would call the marketing of these bars a little aggressive, with the front door placement and also because they appeared in several places around the store for weeks. Soon there were no more almond bars — hey, it wasn’t all my doing — and, after what seemed a long time, the big bars disappeared. I remember thinking Hershey must be dumping the bars and discontinuing them.

Yesterday, to my delight, they were back. Same prominent table by the door, same great price. It wasn’t until I got one home that I realized the nasty truth. The old bars were 6 ounces; these bars are only 5 ounces. Funny, they don’t say “now much smaller!” on the package. This is, in effect, a hidden 20% price increase. A sweet deal has become a sour rip-off. Nice going, Smith’s and Hershey. mjh

PS- As one would expect, the serving size has shrunk with the bar and, so too, the calories per serving (it costs more to eat healthier). Mysteriously, the calories from fat per serving have not declined. Are these even the same treat I’m now paying more for less? What next? “Now with fewer almonds!”