Texas woman is Café Bustelo’s biggest fan. Then she sees the new packaging—and feels insulted

A Texas-based loyal customer of Café Bustelo's instant espresso says a recent change to the product's packaging has completely shifted her loyalty. Viewers argue this is a widespread trend affecting many of their favorite products.

On Oct. 19, Natalie Drue (@nataliemeansnice) shared her grievances with Café Bustelo in a viral TikTok that has amassed over 107,000 views as of Thursday.

“I would like to talk about the ensh–ification of one of my favorite products,” she said.

What's wrong with Café Bustelo's new packaging?

The woman explained that she considers Café Bustelo instant espresso one of her favorite products for its affordability, caffeine kick, and overall quality.

“I am a die-hard Café Bustelo instant espresso lover,” she said. “I think it is so much better than the Nescafé.”

The coffee, however, wasn't the only thing she appreciated. She also loved the product's original packaging, which featured a large, sturdy glass jar.

However, she recently discovered that Café Bustelo changed the packaging to plastic. “Café Bustelo decided to make it a plastic jar now,” she said. “It is smaller and f—ing plastic.”

The woman did mention that the new container supposedly holds the same 7.05 ounces of instant espresso. However, she remained unimpressed by the change. She also claimed the coffee tastes different, adding that she doesn't want her products packaged in plastic.

The woman questioned whether the company made the change to reduce production costs. She argued that customers shouldn't pay the same price for what she considers an inferior package.

“They do things like this to reduce the cost, right? Yeah, for them, not for us,” she said.

“Can we f—ing have anything nice anymore?” she asked.

How do viewers feel about the new packaging?

Overwhelmingly, viewers echoed her frustration.

“I sent out an email this morning,” said one commenter. “No lie. I was livid. Tasted like crap now. Immediately sent that email. I am now a millennial boomer.”

Additionally, many commenters pointed out that other brands have been implementing similar cost-cutting tactics. “Haven't had a Snapple since they switched to plastic,” one user wrote.

“Nantucket juice and Snapple!” added another. “They don't taste the same when they're not in glass!!”

“Jarritos switched to plastic bottles,” said one commenter. “My husband put it right back in the cooler. No thanks!”

What is the impact of switching to plastic packaging?

The commenters are correct in pointing out that Café Bustelo isn't alone in replacing glass packaging with plastic. Many food and beverage companies have made similar changes to reduce manufacturing and transportation expenses.

Plastic generally weighs less than glass, which can lower shipping costs and reduce breakage. It can also make products easier and cheaper to transport. Companies may also benefit from lower packaging and handling expenses.

However, consumers don't necessarily see those savings. Brands can maintain existing prices while reducing their own production costs. While inflation could very well be a factor, this can also increase profit margins without providing customers a discount in some cases.

Snapple provides a prominent example. Keurig Dr Pepper switched the brand's iconic glass bottles to plastic in 2018, citing convenience and lighter packaging. The company said the change reduced bottle weight by 80% and significantly reduced shipping emissions.

@nataliemeansnice

SubPlot reached out for comment to @nataliemeansnice via email and TikTok direct message, and to The J.M. Smucker Company via email.

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