Quaker Apples & Cinnamon has "35% less sugar" because they've cut the portion size by 35%, while the price remains 100%

Well, now I’m confused. I wonder if they used to have an even larger serving size or something, because my wife and I have a long-running joke about specifically this cereal’s serving size. But yeah, re-thinking this, a cup isn’t that much–generous, but not “heaping”, and it would be wrong to ever assume people eat small cereal portions. So never mind, as you were.