Ice cream shrinks, but price doesn't

By John Curran
Associated Press

Steve Luongo, dairy manager of a supermarket in Northfield, N.J., holds the original half-gallon ice cream container at left, and the new 1 3/4-quart container. Edy's is among the brands changing to a smaller size container to deal with the rising cost of ingredients. Associated Press

While manufacturers over the years reduced the package size of everything from candy bars to dish detergent, the traditional ice cream "brick" remained what it was — the half gallon.

Now, pinched by rising ingredient costs and afraid to raise prices already above $5, at least two ice-cream makers have started silently phasing out the half gallon with a 1 3/4-quart carton, a half-pint smaller.

Dreyer's, which is based in Oakland, Calif., and sells the Dreyer's and Edy's brands, began introducing the smaller package in March. The new and old cartons can be found side-by-side during the transition, identical in shape and design — and price. But one has two quarts, the other 1 3/4 quarts.

"We have over 100 flavors and many of them — because people are preferring indulgent, chunky flavors — cost more to produce than regular flavors like vanilla," said Dreyer's spokeswoman Dori Bailey. "We'd like to keep the cost at a price that's more affordable for folks."

Schwan's, which sells primarily via a 7,000-vehicle fleet of home delivery trucks, made the switch in 2001.

Other major ice-cream makers, including Good Humor-Breyer's and Turkey Hill, are sticking with the half gallon for now. About three quarters of all ice cream is sold by the half gallon, according to the International Ice Cream Association.