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Gary Pilnick, the CEO of Kellogg's, has sparked a backlash against the company for suggesting that cereal be eaten for supper during a time when Americans are struggling with the biggest food spending in three decades.
In an exclusive interview, Pilnick suggested using cereal as a cheap dinner option, pointing out that "a bowl of cereal with milk and fruit costs less than a dollar." Pilnick's remarks coincide with the fact that American consumers are currently devoting more than 11% of their disposable income to food, a substantial rise driven by rising grocery costs.
He said that cereal consumption is increasing for meals other than breakfast, with 25% of meals taking place outside of the customary morning hour.He added that cereal for dinner is something that is probably more on trend.
Pilnick's comments have been compared by critics on social media to the legendary "let them eat cake" remark that was misattributed to Queen Marie Antoinette during the French Revolution.
Time to Boycott Kellogg’s.Ignorance and the stupidity of the rich. No different than Marie Antoinette, yelling LET THEM EAT CAKE…
— DHughzz (@DHughzz) February 28, 2024
We all know how that turned out.
Shoppers call out Kellogg CEO's 'cereal for dinner' pitch for struggling families… oh he makes 4 million a year. pic.twitter.com/tOPhrZb58j
The idea that families facing financial hardship should turn to cereal for dinner has been greeted with skepticism and fury. Many have pointed out how absurd it is that a CEO who makes over $1 million a year, before bonuses, would provide such advise. Concerns over cereal's nutritional value—which can be heavy in sugar—as well as the fact that cereal prices have increased significantly in recent years have added to the backlash. The US Bureau of Labour Statistics reports that although the price of grains decreased by 0.3% in 2023, it had previously increased by 6% in 2021 and 13% in 2022.
Additionally, social media users criticised Pilnick's presentation for being outdated. Dissatisfaction with corporate profits in the face of increased living expenses was evident in comments on platforms like X; one critic called the idea "exploiting the hungry for financial gain."
Advertising to hungry people that cereal might be good for dinner is not “meeting people where they are.” It’s exploiting the hungry for financial gain.
— Marianne Williamson (@marwilliamson) February 22, 2024
This is the problem with an economic system predicated on the ability to not care. Kellogg should be filling the…
According to recent FDA data, Americans are spending more money on food than they have for the previous thirty years. The price of groceries increased by around 20% by the end of 2023 as compared to 2021.
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