A researcher at Dalhousie University is slamming the move by Loblaws to reduce discounts on nearly expired items as a “completely cynical move.”

The company, which operates Dominion stores in this province, has confirmed that they are reducing the discount on ‘serve tonight’ products to 30 per cent from 50.

In a statement, the company says they are moving toward a “more predictable and consistent offering.”

Janet Music, research program coordinator at the Agri-Food Analytics Lab at Dalhousie, believes that few people will be surprised at the move, noting that it appears to be based on margins.

She says the rationale given by the company is interesting because the discount is based on the unit price of the item, so the discount won’t be more consistent at 30 per cent than 50. Ultimately, she believes Loblaws is “acting like the villain like they always seem to do,” leaving consumers out in the cold.