Reasoning? Better nutrition statistics for daily consumption of carbs and salt. PLUS - if you casually walk by the display you probably are so taken with the lower price that you grab a box and ring it through the self-checkout and won't notice the rip-off until you get home.
A little math will reveal that this is really a price point that makes the cost per piece lower, but increases the landfill waste for those folks who don't recycle properly. AND - after all - they make more money on the box than they do on the contents, anyway. That's known as "packaging science."
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