price discrimination in action

I came across something during my Sunday shopping routine that really bothered me today. Recently I have been drinking those V8 Splash, vegetable juice hidden in fruit juice, things. I noticed they make a “light” version which has half the calories and sugar content as the regular version. Upon closer inspection I determined that the actual juice content of the “light” version was 42% juice while the regular version was 100% juice. Could this be? V8 is cutting down on the calories and sugar by simply adding more water to the regular product and selling it at the same price? So simple! So genius!

I noticed the same thing with Tropicana Orange Juice. New “light” version where the only decernable difference in the two products is the fact that the light version is only 50% juice!

It is so, companies have found a way to get consumers to self-select even in the juice aisle. For those of you who are price conscious, my recommendation is to simply buy the regular version and add your own water. (It’ll last longer that way!)

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