Folgers Roasts a Smaller Can

P&G, however, assured that it's not a case of "package shrink"—meaning it reduced the size of the product but kept price the same. "We're not reducing the amount of coffee. We've enhanced the roasting process," said Becker. "Think of it like popcorn. There's air [in the can.] It's puffier . . . We preroasted it with just the right amount of heat." Becker added that "improving the technology of roasting" has been in the works for 10 years, and that the 11.3-oz. still yields 90 cups coffee, while the 33.9-oz. yields 270 cups, as before the packaging was reduced.


Brand Week