What has Sonnentor done wrong ?!

I've been using for years this chili powder. But what I got because now supplied must be a production mistake.
Not smelling red chili and after as before, but pale cream colored and absolutely odorless, this pack came along. That's not nearly Chili! This pack immediately went in the trash.

I then looked around at the health food store and found that the packages looked as just. Pale cream colored and absolutely not reminiscent of chili. What has gone wrong ?!

I will now look for another company.