The CEO of cereal company Kelloggs has suggested that Americans should eat cereal for dinner to save money and combat rising food prices.
Gary Pilnick, who has been with the company since 2000 but only became CEO in October, acknowledged that people were under financial pressure as inflation drove up supermarket prices.
But instead of offering sensible money-saving tips, Pilnick, who earns an annual salary of $5 million, instead promoted his own product and recommended that customers consume more of it – any time of the day or night.
“The cereal category has always been quite affordable and is typically a great target when consumers are under pressure,” said the cereal company's CEO.
Kellogg's CEO Gary Pilnick, who makes $5 million a year, suggested that Americans should combat rising food prices by eating cereal for dinner
The CEO of Kelloggs recommended that customers consume more cereal at any time of the day or night if they were struggling to afford other foods
Pilnick suggested Americans should combat rising food prices by eating cornflakes for dinner (file photo)
Pilnick has been with the company since 2000 but only became CEO in October 2023
“When you consider the cost of cereal for a family compared to what it would otherwise cost, this will be much more affordable,” Pilnick said, claiming that it could help a “consumer who is worried about the price of a bowl.” Muesli is under pressure.” with milk and fruit “is less than a dollar.”
Asked whether Kellog's messages had the potential to “land in the wrong direction,” Pilnick said he didn't feel that was a problem.
“It's landing really well at the moment.” It turns out that over 25 percent of our consumption occurs outside of the breakfast occasion. A lot of it takes place over dinner. And this occasion is increasing,” he told CNBC.
“We're talking about making sure we have the right pack at the right price in the right place.” So having a pack with a different size and a different price takes some of the burden off the consumer when shopping.
Many on social media said he was out of touch with the financial problems of common people as more than 11 percent of disposable income was spent on food
“But in general, the cereal category is a place that a lot of people might go to because the price of a bowl of cereal with milk and fruit is less than a dollar.” So you can imagine why a pressured consumer would choose this for one could be a good contact point.”
Pilnick's tone-deaf suggestions hit social media like a bowl of dry cereal, with many saying he was out of touch with the financial woes of ordinary people, given that more than 11 percent of disposable income is spent on food.
“Greedflation forces families to make decisions like eating cereal for dinner to save money.” The CEO of Kellogg's boasts about it while showing the huge increase in corporate profits that helped create the problem in the first place. “F**k this shit,” Evan Sutton wrote on X.
“He now eats at five-star restaurants every night and when he doesn’t, his personal chef cooks him dinner.” Absolutely disgusting. Eat. The. Rich, added another.
Pilnick has made no further statements about his cereal dinner, but defended his suggestion in his original interview, calling eating cereal outside of breakfast a “growing trend” that he expects to continue
“Many people occasionally eat cereal for dinner because it's quick and easy or to satisfy a craving. That's one thing. But suggesting that people choose cereal for dinner to save money because rising food prices are putting pressure on families is simply outlandish, absurd and cruel from someone who is rich because he sells overpriced food. “The level of arrogance is not astonishing, but it is despicable,” wrote Alyssa Strickland.
“The farmers don’t have dinner!” “Let them eat cereal,” says Kellogg,” said Gregory Gerner.
“Wasn't it Marie Antoinette who, when she found out that the farmers in France were starving, said, 'Well, let them eat cereal then?'” “We all know how that turned out,” another added.
“I'm sorry, but who and what CEO would even have the confidence to say something like that?” I'm around 30 and cereal for dinner has no nutritional value. “Low income leads to getting something instead of nothing,” wrote Kang Kim.
“Guys: We’re not eating dinner, we’re starving.”
CEO: Then just eat cereal
People: but they are expensive
CEO: We hear you! We make the packs smaller so it costs less <3', paraphrases Dominic Pascal.
Although Pilnick has made no further statements about his cereal dinner, he defended his suggestion in his original interview, citing eating cereal outside of breakfast as a growing trend that he expects to continue.