The CEO of cereal giant Kellogg’s faced criticism recently after suggesting families struggling financially could save money by eating Kellogg’s corn flakes or other cereal for dinner. Gary Pilnick, the multimillionaire chief executive, made the controversial remarks during a CNBC interview on February 21st.
When discussing high grocery prices, Pilnick stated, “The cereal category has always been quite affordable, and it tends to be a great destination when consumers are under pressure. If you think about the cost of cereal for a family versus what they might otherwise do, that’s going to be much more affordable.”
The CNBC host questioned whether Pilnick’s suggestion of eating Kellogg’s cereals like Frosted Flakes, Froot Loops, and Corn Pops for dinner could “land the wrong way” with consumers facing 26% higher grocery bills since 2020. However, Pilnick doubled down, saying, “In fact, it’s landing really well right now. Cereal for dinner is something that is probably more on trend now, and we would expect [it] to continue as that consumer is under pressure.”
Pilnick’s comments did not go over well with many consumers. One TikTok user mockingly referenced Pilnick’s over $5 million total compensation in 2022, asking, “Do you think he’s feeding his kids cereal for dinner?” Others called the suggestion “dystopian” and quipped about “eating the rich instead.”
Some also challenged whether cereal is truly an affordable dinner option. One person calculated that a family-size box of Kellogg’s cereal plus milk could cost around $13 – similar to a frozen lasagna meant to feed a family.
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The backlash comes amid heightened concerns over the food supply chain after a spate of fires, plant shutdowns, and other incidents affecting food production facilities in 2022. By spring, lists circulated of over 90 such events at meat plants, poultry farms, wheat facilities and more. While investigations found no evidence of intentional sabotage, the trend sparked conspiracy theories that quickly went viral.
With families struggling to put any food on the table, the backlash underscores the challenges companies face in appearing in-tune with financial pressures impacting American households. Pilnick’s “cereal for dinner” remarks touched a nerve, seen by many as out-of-touch advice from an executive earning millions. As a cereal leader, Kellogg’s will need to tread carefully in promoting its products as a budget-friendly option without minimizing consumer hardships.
Kellogg’s Is Crap.