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After "shrinkflation," it's now de-qualification drawing criticism from consumers concerned about marketing ploys that give the impression of getting less for their money. The Trudeau government promises to investigate the practice, but experts say immediate action is needed.

In most cases, ingredient substitutions are virtually imperceptible. But recipe changes for certain foods can leave their mark.

In addition to consumer irritation, de-qualification raises health issues, according to Professor Pascal Th茅riault, agro-economist and Director of McGill's Farm Management and Technology program, who told Radio-Canada that there could be a risk to the consumer in certain specific cases, such as a food allergy to certain ingredients.