In today’s marketplace, consumers often make quick decisions based on limited information. Packaging and branding heavily influence these choices, but subtle changes can go unnoticed, yet significantly impact value. A recent dispute in the spice industry highlights this issue. McCormick, a major spice company, and Watkins, a smaller competitor, are fighting over something seemingly simple: the size of a pepper container.

The controversy started when McCormick quietly reduced its pepper containers from about eight ounces to six, a 25% decrease. The packaging looked largely the same, creating an illusion that customers still received the same amount. Watkins argues McCormick’s opaque containers deceive consumers into thinking they’re buying more product, while both companies now sell the same quantity. Watkins has sued, claiming McCormick’s packaging violates consumer protection laws by misleading shoppers.