Poor people should eat cereal for dinner, says Kellogg boss

Gary Pilnick, Kellogg's chief executive, made the comments in an interview with CNBC. Photo: CNBC

Cash—Low-income families should eat cereal for dinner to save money, says Kellogg's multimillionaire CEO.

Gary Pilnick sparked fury online after he said, that breakfast is a «much more affordable» dinner option. and was «trending» as households faced financial pressure due to the cost of living crisis.

The WK Kellogg boss, who will earn $5m (£3.9m) in 2023, made the comments after he was asked about the company's advertising campaign which urged consumers to «give chicken a day off» and instead eat a bowl of frozen cereal, fruity loops, corn flakes or perhaps even raisin bran.

“The cereal category has always been quite affordable and tends to be a great destination when consumers are under pressure,” Mr. Pilnick said in CNBC interview.

He added: «If you think about the cost of cereal for a family compared to what they might otherwise make, it's a lot more affordable.»

Cereals are «trending right now»< p>In response to a question about questioning whether the idea might “land the wrong way,” given that food prices in the U.S. have risen by about a quarter since 2020, Mr. Pilik responded: “It's landing very well now.”

“ Cereal for dinner is probably more of a trend right now, and we expect that to continue as this consumer is under pressure.»

His remarks sparked backlash on social media, with some users comparing his comments to the phrase “let them eat cake,” which was wrongly associated with Marie Antoinette during the French Revolution.

“What a bloody bleak hellscape this is.” ? wrote one TikTok user.

Others accused Pilnick of hypocrisy after discovering SEC filings that showed Pilnick was paid a $1 million salary last year plus more than $4 million in the form of benefits.

“Give the peasants grain”

“Do you think he feeds his children cereal for dinner?” — asked one user. “Give the men some cereal for lunch!” another commented.

Users also said the cereal is no longer affordable, and those who eat it to save money are unlikely to be able to buy brands like Kellogg's, which can cost a box more than 10 dollars per package for the whole family.< /p>

Meanwhile, others have questioned the health benefits of eating the cereal twice a day, as many brands are high in sugar and lack other nutrients.

Author Marianne Williamson wrote on X, formerly known as Twitter: «Advertising to hungry people that cereal might be good for dinner is not 'meeting people where they are.» This is exploitation of those seeking financial gain.»

The Telegraph has contacted Kellogg's for comment.