Canadian consumers are expressing frustration and feeling duped by certain breakfast cereal packaging that they believe is deceptive, as they grapple with rising grocery prices and increased scrutiny of food marketing tactics. These tactics include “shrinkflation” (reducing product weight without adjusting price or packaging), “skimpflation” (using cheaper ingredients while maintaining the same price), and bold claims that obscure essential details.
One such case involves Kellogg’s Vector cereal, which prominently boasts “high protein” content of “13 g of protein” per serving on its box. However, closer examination reveals that this protein count includes the addition of 200 milliliters of skim milk to the cereal flakes, with the flakes alone containing just 5.6 grams of protein per serving. Consumers like Ken Bennett from Chilliwack, B.C., have expressed feeling tricked and misled by such packaging.
A recent survey conducted by the Canadian Centre for Food Integrity found that 62 percent of respondents had concerns about misleading food labels and marketing, reflecting a growing trend of consumer dissatisfaction.
While Canadian regulations stipulate that food labels and advertising must not be misleading, there are variations for products like Kellogg’s Vector. Health Canada spokesperson André Gagnon stated that the added milk protein could be included in the protein count since Vector is categorized as a “meal replacement” product, subject to specific nutrition criteria that may require the addition of milk.
However, consumers like Ken Bennett and nutritional sciences professor emeritus Mary L’Abbé argue that Vector’s label remains misleading to many shoppers, as it is placed alongside traditional breakfast cereals in supermarkets, not with other nutritional meal replacements. They believe that the label compliance doesn’t negate the fact that consumers perceive Vector as cereal.
Kellogg Co. maintains that Vector’s labeling is compliant and voluntarily discloses the protein count without added milk on the box. In a similar case, Kellogg’s Mini-Wheats Blueberry faced criticism as it was believed to contain blueberries due to its name and images on the box. However, the cereal does not contain any blueberries but instead relies on “natural and artificial flavoring.” While Kellogg Co. argues that the labeling complies with regulations, critics like L’Abbé find it misleading to consumers.
Overall, there are calls for the federal government to provide better guidance to consumers on how to interpret food labels critically, as shoppers need to be aware of various marketing strategies employed by manufacturers. In response, Innovation, Science and Economic Development Canada is investigating grocery retail practices harmful to Canadians and seeking input from consumer groups.
Consumer advocate Edgar Dworsky advises consumers to educate themselves about these marketing tactics to make more informed purchasing decisions and avoid feeling misled by product packaging.