Kellogg’s CEO: Eat cereal for dinner

Pilnick under fire for remarks made during recent CNBC interview

Kellogg’s year-old campaign promoting cereal for dinner got some new life last week after the company’s CEO, Gary Pilnick, mentioned it seems to be “landing really well” with American consumers.

His remarks, made in a live interview with CNBC, caught the attention of some shoppers whose response has been anything but grrreat.

“Advertising ‘Cereal for Dinner’ is a way to deal with the steep cost of groceries right now,” Pilnick said.

The interview followed a report from the Wall Street Journal that Americans are spending 10% or more of their income on food, the most they have in 30 years.

Kellogg, which owns cereals like Frosted Flakes, Froot Loops, Corn Flakes and Raisin Bran, “tends to be a great destination when consumers are under pressure,” Pilnick said, adding that the price of cereal with milk and fruit “is less than a dollar.”

Pilnick was asked if he thought his comments would sit well with Americans. “It’s landing really well,” Pilnick said.

The internet isn’t reacting favorably to Pilnick’s comments, however.

“This fool is making $4 million a year. Do you think he’s feeding his kids cereal for dinner?” one TikTok user said in a video response circulating online.

USA TODAY has reached out to Kellogg’s for comment.