The CEO of the Kellogg’s company, Gary Pilnick, is facing mixed reactions among consumers after suggesting they could eat cereal for dinner as a means to save cash.
Reactions to the CEO’s suggestion stems from a 2022 advertisement released to the company’s YouTube channel, stating meals like chicken can “have the night off.” The campaign became further popularized after Pilnick recently spoke about it on the CNBC show “Squawk on the Street.”
Pilnick’s CNBC interview
According to the CNBC interview, Pilnick advocated for cereal being “quite affordable,” claiming that the cost of a bowl of cereal with milk and fruit is “less than a dollar.”
“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,” Pilnick said during the interview.
He also shared that data from Kellogg’s resulted in cereal being the most common choice of breakfast options, even adding that a quarter of cereal consumption is not eaten during breakfast, but at other times of the day.
When asked if the campaign may falter, Pilnick replied that it’s currently doing well.
“Cereal for dinner is something that is probably more on trend now,” Pilnick said, per CNBC.
Reactions to Pilnick’s claims
CBS said that Kellogg’s campaign has resulted in some mixed feelings, questioning whether the breakfast item is affordable while also questioning whether the CEO and his family eat cereal for dinner, as Pilnick reportedly makes a base salary of $1 million and “more than $4 million in incentive compensation,” per Fox Business.
The Washington Post added there was criticism among some social media users, arguing whether it’s nutritionally a good substitute for a meal.
Despite these arguments, some people claim to not see a problem with eating cereal for dinner. One of the CNBC correspondents, for example, shared to Pilnick that she, as a busy mom, has eaten such food for dinner.
Is cereal affordable and OK to eat for dinner?
Kellogg’s claims comes amid a recent report by the U.S. Department of Agriculture, finding that consumers are spending more on food now than they have in the past 30 years, per Deseret News.
According to the Bureau of Labor Statistics, via CBS, cereal prices have moved up to a 6% increase from 2021 and a 13% increase in 2022 — although prices went down by 0.3% last year.
In addition, The Washington Post said that cereal and bakery products have surged in prices by more than 27% since the start of the COVID-19 pandemic. Specifically, industry experts claim the cost of ingredients and labor/distribution components are framed as reasons for the rising prices.
Regarding the nutritional value of substituting cereal products as meals, the New York Post claims that a one and a half serving of Kellogg’s most popular cereal, Rice Krispies, holds “150 calories, 36 grams of carbohydrates and four grams of added sugars.” And depending on what cereal you choose to eat at any time, the FDA advises consumers to stay away from sugary cereals as an actual meal, even if the product is labeled “healthy.”
As for children’s diets, the American Academy of Pediatrics recommends children over the age of 2 to not consume over 25 grams of added sugars per day. For reference, according to Business Insider, 12 grams of added sugar are attached to a 1 1/2 cup serving of Kellogg’s Froot Loops.