One Common Brand Bucks Inflation Trend

AriZona’s 23-ounce core product is still only 99 cents, and it’s been that way for 30 years. Founder and Brooklyn native Don Vultaggio and family now rank a comfortable 764th in Forbes’ billionaire rankings. The famous ‘psychological effect’ of the number 9 itself could be a factor, according to one economist. “I’m committed to that 99-cent price—when things go against you, you tighten your belt,” company founder and Brooklyn-born Vultagio said. “It’s been like the cavemen, the 99 cent price point was exciting then, and that that since today, it was exciting,’ he said. The company now sells a billion cans per . . .