Overspend, get in trouble, save

The consumerist had bunch of reports on "grocery shrinking ray" which is explained in full in the Chicago Tribune. (CT)

No, Han Solo is not shooting at our dinner rolls. They are simply referring to how companies are fiddling around with smaller packaging and different designs to save costs.

Now, where are companies that try their best to conserve money in good AND bad economic times? For example, why couldn't Kraft have their 16 ounce bottle use as little plastic as possible?
Pennypinching usually only occurs when companies are being pressured. That's got to change.