Flake News: Why Kellogg’s CEO is facing flak for ‘cereal for dinner’ remark

The millionaire CEO of the US food processing giant has come under fire for his recent tip for customers who can’t afford to feed their families.

WK Kellogg’s CEO, Gary Pilnick, suggested people just eat “cereal for dinner” to save money on groceries.

He delivered the remarks while speaking live on CNBC’s Squawk on the Street on 21 February.

Netizens have called the comments tone-deaf from an executive who made more than $4 million (Rs 33.16 crore) last year.

Let’s take a closer look.

The ‘cereal for dinner’ remark

Kellogg’s is promoting cereal as a dinner option for customers struggling to put food on the table.

“The cereal category has always been quite affordable, and it tends to be a great destination when consumers are under pressure,” Pilnick told CNBC US host Carl Quintanilla amid a discussion about high grocery prices.

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The 59-year-old, who has been the company's CEO since October, added, “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.”

Kellogg's Frosted Flakes, owned by Kellogg Company, is seen for sale in a store in Queens, New York City. Reuters

When asked if this strategy had the potential to “land the wrong way,” Pilnick, whose brands include Frosted Flakes, Froot Loops, Corn Pops, and Rice Krispies – disagreed, by saying, “We don’t think so — 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."

However, it looks like it actually didn't land as expected.

The backlash

The WK Kellogg CEO is facing a massive backlash for his latest remarks, with many calling them tone-deaf.

“This is so f*** dystopian. America is falling SOOOOO fast,” an X user wrote, while another one chipped in, “Let them eat cornflakes."

Several others pointed out that Pilnick makes a salary of $1 million a year, plus an additional bonus of up to $4.4 million, according to SEC filings.

"Kellogg CEO Gary Pilnick suggests that struggling families should shift their mindset and eat “cereal for dinner” as a way to cut costs. He was paid $4 million last year which is ~100x more than his average employees. How do these people sleep at night?" said a third person added.

A few others also highlighted that cereals are not a healthy substitute for dinner.

“I wonder if he thinks cereal is a nutritious enough dinner for his own family?” one person tweeted.