Oxo Cubes - no longer cubic!

[anonymous-user]

You may/may not have noticed that Oxo cubes are no longer cubic - they are instead now shaped akin to a squared off X shape. They still come in identical packaging, including a cubic foil wrapper.

Am I being overly cycnical to suggest that this a ploy to reduce the volume of the product (there's probably 10%+ less in a 'cube' now), keep the price the same, thereby improving margins, whilst wrapping it up (probably) in some sort of marketing 'oohhh, look it's an X shape' campaign?

Or am I just a cynical bugger ?

[gonzales]

Wasn't it reported a while ago that they have done research into the cube shape and found that a lot of people have trouble breaking up a cube but the X was easier?

Can't say I have ever had trouble breaking up an OXO cube. I hope they keep the overall weight the same though, otherwise my recipes will all go funny!!

[whitechief]

"Premier says the stock will be more compacted so customers get the same weight per block, despite the volume lost by making the notches."

Read more: http://www.dailymail.co.uk/femail/food/article-120...

[escargot]

You've got to be pretty frail if you can't crumble a stock cube in your fingers to be honest.

[Mr Gearchange]

escargot said:

You've got to be pretty frail if you can't crumble a stock cube in your fingers to be honest.

I'd be amazed if they could make it to the kitchen