Running out of money': Kraft, McDonald's, Whirlpool CEOs flag consumer concern

> The company behind brands like Heinz, Kraft and Philadelphia is now cutting prices (2) on some products that have grown too expensive, increasing promotions and rolling out smaller package sizes at lower price points.

This reads as if they've found an approximate limit to shrinkflation and need to back pedal a little bit? However buying smaller packages more frequently is surely, ultimately, more expensive anyway.

Not to mention results in more plastic use per ketchup used, or whatever, on top of it all.