In their latest marketing ploy, French sugar producer Daddy decided to launch round sugar lumps.

The new cylinder-shaped lumps take up 22% more space, so the boxes in which they are sold are nearly a quarter empty. Still, each pack is the same size as the one that contained old fashioned sugar cubes.

How did they manage that? Simple: rather than filling boxes with 1000 grams of sugar cubes, they now put 750 grams of sugar rounds in them. Next question: will those new boxes be 25% cheaper? You can guess the answer…