Makes sense if you don't mind killing the golden goose. Same sales with far more profit, but only until public perception catches up with the reality that the big brand is now as bad, or worse, than some cheap competitor.
Sometimes you only need to buy the reformulated market leader once to realise there's no reason to ever buy it again.
Sometimes you only need to buy the reformulated market leader once to realise there's no reason to ever buy it again.