Dial Full Force Soap Bars Now 10% Smaller

The latest installment of quietly shrinking packages arrives care of Dial’s Full Force Soap Bar. Once 4.5 ounces per bar, Dial now packs a mere 4 ounces of sudsy splendor.

Downsizing is a sneaky way to pass on a price increase because you are getting less for your money but may not catch the change. As is typical for many downsized products, the manufacturer diverts your attention from the net weight statement to something else “new”. In this case, they are calling it a “new grip bar” because ridges have been carved into it.

Soap bars are supposed to shrink in the shower, not on the shelf.

Dial Soap: The Incredible Shrinking Bar [Mouseprint]


Edit Your Comment

  1. ptkdude says:

    Grip Bar? Those grip ridges are going to be gone after 3 or 4 showers and then you’re just left with a smaller plain bar of soap.

  2. dirtymoney says:

    I am suprised they didnt infuse the bar with air (during the forming process)so that the bar stays the same size but has less soap in it.

    Next they will change the chemical makeup of the soap so that it disolves 10% faster during use so that you buy it more often than before.

  3. JustAGuy2 says:

    I think it would be more accurate to say that gullies have been carved _out of it_, rather than ridges carved into it – they’ve made the bar smaller.

  4. Jeff asks: "WTF could you possibly have been thinking? says:

    You forgot to mention the new “all-day odor protection”.

  5. Dr.Ph0bius says:

    Dial For Men?

    Any guy who is enticed to buy a type of soap because it says it is “for men” deserves what he gets. Its soap. If a soap has a flowery scent, it doesnt mean youre going to grow a vagina and stop liking sports…

    Of course, these same guys are probably spraying on Axe afterwards, since it is shown to attract women (those commercials are scientifically proven, right?).

  6. BigNutty says:

    I would rather they shrink the product down a notch than have to pay more money. It doesn’t hurt as much.

  7. BrianH says:

    Just like the 1.75 QT ice cream containers filled with air-inflated whipped cream, uh I mean ice cream….

    Welcome to America, please join our consumer race to the bottom.

    2 of my co-workers, both eastern European immigrants from about 25 years ago, have remarked how much of a decline they’ve seen in quality of goods sold in America. How now it’s all about advertising, image, etc… as opposed to product.

    Not saying it’s different anywhere else…. and I understand fully that it’s what consumers as a whole want, otherwise it wouldn’t be so prevalent. It’s said to a guy approaching middle age…. I look at the trajectory and I’m damn concerned about what we’ll see in 30 more years.

  8. camille_javal says:

    Grip bar? Is this targeted at prisons or something?

    (and why can’t companies do the sneakily-shrinking food thing with restaurant portioning – the one place where it would probably be a positive thing?)

  9. Majisto says:

    @BIGNUTTY – You ARE paying more money!

  10. witeowl says:

    Keep in mind that the costs of manufacturing rise as well. This isn’t necessarily a greedy company looking to make more money – they could just be trying to keep up with their own costs. Or not.
    That said, this pales in comparison to what my local university did a while back. They color-coded parking areas by closeness, and priced them accordingly. (Silver $250/year, Green $150/year, Blue $50/year, or something like that.) Fair enough.

    They then went on to build a new parking garage, bumping up parking prices the year before to pay for it. They advertised near and far that parking prices were only going up by 10% (Silver $275/year, etc).

    HOWEVER, they moved all the color zones. What was once Green now became Silver, What was once Blue became Green, and a formerly empty lot far away from campus became Blue. So, to park in what was once Green at $150/year now cost $225/year. That’s far above the advertised “mere $10%” price hike.

    Amazing how nearly no one (particularly the media) caught on…

  11. witeowl says:

    Oops – Green changed from $150 to $275, not $225.

  12. marsneedsrabbits says:

    This is what Dial will say:

    “Dial is proud to be the industry leader in pro-consumer personal care products. In answer to numerous customer requests, we’ve proactively made Dial’s Full Force Soap Bar in these handy, easier-to-grip bars. We’re excited, because now even more customers will come to know and love the great, all-day odor protection Dial’s Full Force Soap Bar provides. Try it in improved Musk”.

    Or something. Anyway, they’ll tell you that 1) You asked for it & 2). You like it this way.

  13. CurbRunner says:

    I’m surprised they don’t advertise it as both drop-proof and grip-proof to appeal to panicked homophobic demographics.

  14. Athenor says:

    Eh. I know it’s less product for the same money, which is always bad, but given that I have not used this bar without the grip thingy or whatever (and didn’t know it had that when I bought it), I like it as a product. All dial bars seem to last a lot shorter for me than other brands, but they aren’t gunky, and the For Men bars have nice scouring parts.

    But still, seeing that they just reduced the weight sucks.

  15. ColoradoShark says:

    @camille_javal: Haha! That’s exactly what popped into my mind. There are certain people in certain locations willing to pay a premium for bars of soap that do not slip out of your hand. They’re just servicing a market niche.

  16. dantsea says:

    I would rather they shrink the product down a notch than have to pay more money

    You do realize that because the product is smaller, you’re now paying more money, right? Please tell me you understand this.

  17. GlobalVillageIdiots says:

    I only have two words to say about all this downsizing “Klondike Bar” No longer a bar but more like a Girl Scouts Thin Mint…

  18. darkclawsofchaos says:

    what does a grip cut do really? the soap is still slippery and those notches won’t do much to prevent anything, these are definately targeting the clumsy and those who fear getting violated when they drop the soap in an shared shower room

  19. jaredgood1 says:

    Liquid soap + puff > bar soap + washcloth

  20. Gloria says:

    @jaredgood1: Ditto. Time to make the switch, people.

  21. GreatCaesarsGhost says:

    Meh. Liquid may or may not be a better product, but cost at least 6 times as much on a per shower basis. (assuming .50 bar that lasts longer than a $3 bottle)

  22. UpsetPanda says:

    @GreatCaesarsGhost: I’d say that liquid is a cleaner product than bar soap, because you can close the top and not expose it to air, bacteria, whatever else. I always get an ick feeling whenever I have to use bar soap. I guess one could say the same about a loofah (puff) though.

    IF they want to really make a bar of soap that won’t slip or fall or whatever, mold a bar of soap around a plastic handle. There you go. That way, you can charge more for the novelty AND package fewer bars in a box while boosting the oz. because the handle weighs more.

  23. Jay Levitt says:

    Dial has just adopted the Kit-Kat trick:

    “The Kit Kat candy bar has the name ‘Kit Kat’ imprinted in the chocolate. That robs you of chocolate! Kit Kat has come up with a clever chocolate saving-technique. I’m gonna go down to the Kit Kat factory, and say ‘Hey, you owe me some letters.'” – Mitch Hedberg

  24. formergr says:

    I like the liquid if only because I noticed the shower doesn’t get dirty/coated with soap scum nearly as quickly. Same thing at the bathroom sink– if I use a liquid soap to wash my face, the sink looks much cleaner after 4-5 days than with a Dove bar or something similar…

  25. DallasDMD says:

    @DanB: No, if you’re paying the same amount of money, you’re paying the same amount of money.

    What changed is you are paying more money per ounce of soap.

  26. SOhp101 says:

    @jaredgood1: Bar soap is a LOT cheaper than liquid soap. Liquid soap, however, is less likely to leave soap scum, but you should be regularly wiping/squeegying down your sink/shower doors and fixtures to avoid the mess.

    I’ll take the regular Dial bars over these. ‘For Men’ products’ smells (at least the cheap quality ones) are way too overpowering.

  27. SOhp101 says:

    Oh, and I don’t use a traditional washcloth. The Japanese/Korean body scrub cloths that are long and made of some sort of nylon/plastic material does wonders in both the exfoliating/scrubbing and lather departments. Washcloths and loofas do jack in comparison.

  28. next step is going to follow like chocolate. Instead of having “solid” bars, they are gonna be hollow.


  29. humorbot says:

    Finally, a bar of soap for the man’s hand. Can you handle the grip, ladies? I don’t think so. It kinda looks like a SNES cart. For that Super Metroid fresh feeling.

  30. UpsetPanda says:

    Anyone know what that ‘for men’ soap smells like? It seems that men decided they couldn’t smell like floral island breeze, so their soap now smells like a heaping pile of muddy leaves, wet dog, or pot roast.

  31. mmbb says:

    Both of my usual grocery stores contain “price per unit” information on the shelf tag (in this case, ounces), so I don’t really see the issue here unless you’re an inattentive, uncaring shopper.

  32. themanishere says:

    That’s nothing. Little Debbie snack bars were decreased in size (esp. my favorite brownie) a couple years back, and then they increased the price from 25 cents to 35 cents. I think the price is going up to 50 cents soon. I guess I’ll have to start getting welfare soon…

  33. ludwigk says:

    @SOhp101: If you like those, I recommend the bath scrubby gloves that are basically the same thing, but in convenient glove form. [www.bath-gloves-sponge.com]

    But whatever, inflation happens. In x years time, all products will either be 20% smaller, 20% more expensive, or some combination of the two.

    My first grade teacher used to tell us about how candy bars were a nickel when she was a kid. at the time, they were about 30-50 cents at the grocery store. Most of the local grocery stores are now at 75-80 cents a bar.

    Remember how the ‘fun’ sized snicker bars (and the like) were basically the same girth as a regular snicker’s bar, but about 30% the length? My friends and I all noticed that this halloween, when we bought candy for the neighborhood kids, all the ‘fun sized’ bars were significantly smaller and thinner than before.

  34. CumaeanSibyl says:

    This is why I like Ivory soap. It never changes size or shape, it’s always cheap, and it smells like… soap. Liquid soap feels and smells like fabric softener to me.

  35. dantsea says:

    @DallasDMD: You’re paying more money for less product. You’re paying more.

  36. alk509 says:

    @DanB: No, you’re paying the same money for less product. That’s what’s sneaky about it: they kept the price the same, but decreased the amount of soap in the box by 10%.

  37. Kloud says:


    Am I the only one who got what he said? He means that with less product… he still sees the same price, and it doesn’t seem like he’s getting raped by inflation so much when he pulls out his wallet.

  38. DallasDMD says:

    @DanB: The two statements you made are exclusive of each other. Paying more per unit price is different than how much you pay in total. In this case, you pay the same price but for a different amount of product.

    I don’t know why you insist on being silly.

  39. DallasDMD says:

    @Kloud: I think I explained that fairly well in my post.

  40. dirtymoney says:


    I just think people hate the idea of being “tricked” or manipulated by a company offering less product for more money than the actual Idea of paying more.

    I know that I personally HATE all the manipulative tricks, lies & borderline false advertising being done in the name of the catchall phrase “marketing” that comapnies do.

    I want a company to be completely straight with me. IF their manufacturing costs are genuinely rising…. then at least have the INTEGRITY to tell me that is why you are charging me more for said product. Dont try to trick me.

  41. GreatCaesarsGhost says:

    “have the INTEGRITY to tell me that is why you are charging me more”

    See, that’s where you lose me. How would have them convey that info? Are they supposed to print on the package “New smaller package at same cost!” There really is no way to win here. Raise the price and you lose sales (or if it’s Wal-mart, they drop your product). Reduce the package size and you’re accused of trying to pull a fast one. Would someone please explain how they want companies to go about raising prices?

  42. dantsea says:

    @DallasDMD: For the same reason you’re being a pedantic twat, I suppose.

  43. nuton2wheels says:

    Smaller bar but with more surface area due to grooves. So less contact with your skin and more with water, promoting faster deterioration :< I’d rather pay more for the same thing than deal with mushy soap

  44. Jesse in Japan says:

    The added grip is worth it when you’re in the prison shower and you absolutely, positively CANNOT drop the soap.

  45. SkyeBlue says:

    The “new” term is corproexecuspeak, it means they get a better “grip” on your money and you are supposed to have no idea they are doing the job on you.

    They are having a good laugh about that one!

    By the way, for the person who asked, they put “For Men” on stuff because of those men who won’t by ANYTHING if they think it’s “made for a woman”! You know, it has to be “Just for Men!”

  46. gingerCE says:

    I use a Dial Brand soap (fels naptha) for my laundry. I love it but recently I noticed a huge difference in how it looks and feels. I suspect they changed the formula without mentioning a “new and improved” formula on the package. I wish they hadn’t do that since the new texture is difficult for me to use for laundry care.

  47. Jaysyn was banned for: https://consumerist.com/5032912/the-subprime-meltdown-will-be-nothing-compared-to-the-prime-meltdown#c7042646 says:


    But it doesn’t last any longer.

  48. Zelle999 says:

    I definitely don’t think it’s worth it. Besides, when you are only washing with a bar of soap, you’re getting slimy soap on you and then rinsing it off, oftentimes leaving soap scum on your body (Think: Guys who still smell like soap at 5 PM). Shouldn’t you be, like, actually rubbing it into your skin with a washcloth or loofah? If you’re using soap properly, grip doesn’t matter at all.

  49. smitty1123 says:

    @SOhp101: It might be more expensive, but I just feel cleaner using the liquid stuff.

    But yea, the “for men” labeled stuff is garbage. Just give me some liquid Lever 2000 or Dial and I’m good.

  50. SOhp101 says:

    @ludwigk: That looks like it would work, but the best thing about those asian scrubbers is that they’re really long so you can easily scrub your back.

    @smitty1123: As long as you don’t use the Axe stuff, you have my complete blessing.

  51. FLConsumer says:

    @GreatCaesarsGhost: You’ve left out how much the additional cleaning products for your shower will cost you, as just about every bar soap out there has talcum powder in it, which contributes to the soap scum. I have a clear all-glass shower. Cleaning time went down substantially with the liquid soaps.

  52. HOP says:

    seems like any soap, when it gets smaller, suds up less, no matter how much or long you try to get the suds…..

  53. Anonymous says:

    I have been a Dial soap user for fifty years or more, because it was the only soapmy family could tolerate without a rash. I would gladly pay more to get the large size soap I have always purchased instead of this thin small bar which does not even last two people a week. I am switching to another brand, so I don’t have to stock up so many bars.