``One tactic: the "optical illusion." Dworsky showed us two boxes of Apple Jacks side by side. Back in 2008 the product went from 11 ounces to 8.7 ounces, but from the front, the two boxes appeared the same; only when they were turned to the side did it become apparent that one was "much narrower," according to Dworsky. "That's one of the tricks of the trade," he said.'' -- And also on this topic, see Inflation in wonderland: Disney hikes prices as much as 10%

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