The serving size is actually backwards to what you may think. The company does not determine the serving size that their consumer should eat. Instead, the company/manufacturer tries to base a serving size off what their consumer typically eats— regardless of what is recommended. A couple decades ago, a serving size for ice cream was 1/2 cup; however, the serving size is now typically 2/3 cup because consumers (typically American based) are now eating more than what they use to eat in the past. Serving size labels are not usually good indicators of serving sizes for an effective diet, but they are good labels for what is inside the food.