Kellogg’s CEO criticized after suggesting ‘cereal for dinner’
- Kellogg's CEO suggested that Americans eat cereal for dinner to save money
- Critics say the company is trying to profit off buyers' financial strains
- Americans now spend about 11% of their disposable income on food
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(NewsNation) – Kellogg’s CEO Gary Pilnick is facing backlash after suggesting that cash-strapped households save money by eating cereal for dinner.
Pilnick, who oversees the company that produces Frosted Flakes, Froot Loops and Corn Flakes, floated the idea last week during an interview with CNBC. His comments come on the heels of federal data showing Americans are spending more on food than they have in 30 years.
“We’re advertising about cereal for dinner,” Pilnick said, noting that the price of a bowl of cereal with milk and fruit is less than $1. At the time, the messaging was “landing really well,” he added.
Consumers in the United States are spending 11% of their disposable income on food — the highest it has been since 1991, The Wall Street Journal reported.
Pilnick has since faced criticism online from people accusing the CEO of being tone-deaf and trying to “make money off of people during times of crisis.”
Consumers already were turning to cereal after breakfast, however. More than 25% of Kellogg’s cereal consumption is for meals other than breakfast, including dinner and snacking, Pilnick said.