Kellogg's CEO says those battling food costs can 'eat cereal for dinner'

The CEO of Kellogg's has come under fire for suggesting that those who are struggling to afford food should "eat cereal for dinner".

Speaking on CNBC's Squawk on the Street, Gary Pilnick said "the cereal category has always been quite affordable," and noted it "tends to be a great destination when consumers are under pressure."

He was speaking after a previous ad campaign was seen to be pushing cereal as a proper meal.

You can watch it below:

During the recent interview, the CEO then added that Kellogg's was continuing to use its messaging to advertise cereal for dinner in order to "reach the consumer where they are [financially]."

"If you think about the cost of cereal for a family, versus what they might otherwise do, that's gonna be much more affordable," he went on, referencing the controversial ad.

When pressed if he thought encouraging people to eat cereal for tea would land the wrong way, he doubled down, replying: "In fact, it’s landing really well right now."

The Kellogg's CEO suggested cereal was a 'destination' for those struggling with money (Credit: CNBC)

Speaking to CNN, the CEO had also earlier asserted that cereal for dinner was "on trend" right now.

"We would expect [the trend] to continue as that consumer is under pressure," he said, casually.

Reacting to the video, there were several on social media who were somewhat appalled at the suggestion.

"Greedflation is forcing families to make choices like eating cereal for dinner to save money," said one user on Twitter.

"The 2024 way of saying 'let them eat cake,'" someone else chimed in.

Whilst a third penned: "I've got a better idea. Tax profitable companies properly and make sure everyone in our country can access a good evening meal?"

"We've gone past late stage capitalism into dystopian hilarity," someone else chimed in, as several others even suggested boycotting the brand in response to the situation.

"I wonder if the CEO of Kelloggs is feeding his family cereal for dinner?," sarcastically mused another critic.

Twisted has contacted Kellogg's for comment on the comments and the ad campaign.

Featured image: Getty/ Kellogg's US