This week, the Washington Post reported that fans of Hungry Jack pancake syrup brand are upset with the brand’s recent change in packaging. The new bottle is 24 oz. as opposed to 27.6 oz. and while the price has been decreased to reflect the change, the loss of the ability to microwave the bottle is more the issue. The packaging reads, “DO NOT MICROWAVE BOTTLE,” something pancake-lovers would do with the previous container in order to enjoy the topping warm. One customer posted on the company’s Facebook posting of the change:

“Please bring back the microwavable bottle. Why do companies pull items like this? The heated syrup was such a winner.”’

Some customers speculated that the new design, which is tall and thin, is aimed at decreasing packaging and shelf space to cut shipping costs and meet store demands for efficient shelf use. The Washington Post’s interview with vice president of corporate communications, Maribeth Burns, says that this was not a consideration. Burns also says that the decision to change from microwave-safe packaging was not a reason for the change. The company’s Facebook page explains the decision as being based in

“…consumer preference toward a taller, simpler bottle and a shift in consumer preference away from warming syrup in its original bottle.”

Washington Post columnist John Kelly speaks for consumers, bemoaning the change by writing:

“The old Hungry Jack bottle is a marvel of engineering. The handle is crimped so it stays cool to the touch. The front label includes a tiny image of a microwave oven that’s coated in thermochromic ink designed by a British company. When heated, the word “HOT” magically appears. Then there is the no-drip cap, an invention so ingenious that Smucker’s had it patented. The new Hungry Jack bottle is inert.”

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Photo of original packaging design via


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