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29th. I'm J R Whelan for the Wall Street Journal.

As the whole that food prices dig into your wallet gets deeper, consumers are becoming more

resourceful when it comes to shopping and planning meals.

We talk to shoppers who really check their pantries before going to the grocery shore and make sure

they know what they actually really do need because they

really want to eliminate food waste. You know a lot of people are making more you

could say humbler meals maybe instead of big elaborate dinners they're just doing something like a simple cast roll to try to save money.

We'll talk to Wall Street Journal reporter Heather Haddon about other ways consumers are trying to

trim their grocery bill after the break. For brands in the digital age, content is the customer experience.

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