Feeling the pressure of grocery retail outlet prices? WK Kellogg CEO Gary Pilnick’s cost-saving recommendation is straightforward: have a bowl of cereal for supper.

His campaign arrives at a time when shoppers are spending the best portion of their profits on food stuff when compared to any other place in the very last 30 decades.

Pilnick manufactured the controversial suggestion during an interview with CNBC’s “Squawk on the Street” past Wednesday (February 21).

The CEO of Kellogg—which produces manufacturers these types of as Frosted Flakes, Froot Loops, Corn Flakes, and Raisin Bran—was asked about the soaring food prices and how far more than 11% of disposable consumer earnings goes towards getting it, according to the most new data available at the U.S. Office of Agriculture.

WK Kellogg CEO Gary Pilnick’s recommendation for people sensation the pressure of increasing grocery retail outlet prices was fulfilled with criticism online

Picture credits: CNBC Television

“The cereal group has usually been fairly inexpensive, and it tends to be a excellent vacation spot when buyers are beneath tension,” Pilnick said.

“If you believe about the cost of cereal for a family versus what they may otherwise do, that’s heading to be a great deal extra inexpensive,” he included.

“We talk about earning certain that we have the ideal pack at the suitable cost in the suitable area. So possessing a different sized pack that’ll have a diverse price tag issue, that’ll acquire some tension off the shopper though they’re shopping.”

Pilnick released a campaign presenting cereal as an cost-effective supper solution

Picture credits: Necip Duman

The cereal company’s CEO also referred to the cost-effective price of a bowl of cereal in contrast to other more elaborate meals and its attraction to customers as an reasonably priced dinner solution all through the crisis.

“In general, the cereal category is a location that a large amount of individuals could possibly appear to since the price tag of a bowl of cereal with milk and with fruit is less than a dollar.

“So you can consider why a client beneath pressure could come across that to be a fantastic position to go.”

When questioned if encouraging shoppers to eat cereal for dinner could “land the mistaken way,” Pilnick explained no.

“In simple fact, it’s landing genuinely nicely right now,” he said. “Cereal for meal is a thing that is almost certainly extra on craze now, and we would assume [the trend] to carry on as that client is beneath tension.”

“The cereal class has usually been really affordable, and it tends to be a good destination when customers are under strain,” the CEO said

Image credits: Etienne Girardet

A Kellogg ad from 2023, titled “Enjoy Kellogg’s® Cereal for Evening meal,” demonstrates the brand’s mascot making an entrance at a household home while members are gathered close to the desk thinking about evening meal alternatives.

“When I say cereal, you say supper. Cereal!” the tiger states, to which the relatives customers chant back. A rooster in the track record is then explained to by the mother that it could “have the evening off.”

“If you’re exhausted of cooking rooster above and more than (and the little ones are bored of feeding on it), we’ve obtained anything you are going to want to try. Scratch that – Want to try,” the video’s caption reads. “Turn off the stove, pop open up the pantry, and pour your beloved Kellogg’s® cereal for supper!”