Kellogg CEO Gary Pilnick touted his company’s “cereal for dinner” campaign for Americans struggling to eat amid soaring inflation under Joe Biden.
Pilnick boasted that his over-processed excuse for real food was a good option for struggling Americans.
“The cereal category has always been quite affordable, and it tends to be a great destination when consumers are under pressure,” Pilnick said.
“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 CEO added.
He added that the company is working to ensure its product remains affordable, offering various packaging options at different price points.
“In general, the cereal category is a place that a lot of folks might come to because the price of a bowl of cereal with milk and with fruit is less than a dollar. So you can imagine why a consumer under pressure might find that to be a good place to go,” Pilnick said.
When asked if the public might take such a message, Pilnick appeared unconcerned.
“It’s landing really well right now,” he replied.
“Over 25 percent of our consumption is outside the breakfast occasion. A lot of it’s at dinner, and that occasion continues to grow,” Pilnick added.
“Cereal for dinner is something that is probably more on trend now, and we would expect to continue as that consumer is under pressure.”
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According to the Wall Street Journal, spending on food amounts to 11.3 percent of Americans’ disposable income, the highest in 30 years.
One X user wrote:
“She told everyone to just eat cake. The Wall Street Journal is advising that we just don’t eat breakfast times are hard financially. And then here comes the cereal king the CEO of Kellogg’s telling you to eat frosted flakes for dinner because of the high cost of living,” the post read with a photo of the ill-fated queen.”
She told everyone to just eat cake. The Wall Street Journal is advising that we just don't eat breakfast times are hard financially. And then here comes the cereal king the CEO of Kellogg's telling you to eat frosted flakes for dinner because of the high cost of living. pic.twitter.com/XDQTJmB2uQ
— USMC Lady Vet 🇺🇸 (@Arkypatriot) February 28, 2024
Others argued that the product is unhealthy.
“Cereal isn’t that cheap and it’s empty carbs, sugar, and chemicals. You’d be a lot better off buying a dozen eggs and having eggs for dinner,” another post pointed out.
As we reported in November last year, Americans found they could no longer financially celebrate Thanksgiving with a traditional Turkey feast; instead, many are opting for fast food.
Citing a Casino.org survey, the New York Post noted:
“Amid ongoing inflation, it’s no surprise that finances are a factor in the rise of a fast food Thanksgiving,” adding that “16 percent of respondents admitted that saving money was the primary motivator for ditching the traditional turkey in favor of a meal at McDonald’s or somewhere similar.”
According to a recent report from the American Farm Bureau Federation, the media’s claim that Thanksgiving prices are declining has been overblown, given they are just slightly lower than 2022’s “historically high prices.”
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