There was once uproar over an oft-quoted, perhaps misquoted, line from Marie Antoinette of “let them eat cake.” But these days, the controversy is not about cake, but over a C-suite Kellogg executive’s advice on consuming cereal.
“We got to reach the consumer where they are. So we’re advertising about cereal for dinner,” WK Kellogg CEO Gary Pilnick said in a recent CNBC interview. “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 addressed rising grocery prices and the company’s ideas for how people can save money, with the national average income hovering just below $60,000.
So what do people on social media think about this dinner idea from a CEO who made close to $5 million last year? They think the idea is not so great.
People have been snapping, crackling and popping over the CEO’s supper suggestions, flooding social media with comments.
“The peasants have no dinner! ‘Let them eat cereal,’ says Kellogg,” one YouTube comment read.
Along with a plethora of TikToks, users on X also expressed their disgust over the comments.
“Does this CEO realize saying stuff like this will encourage many people to never buy his products again?” one X user wrote.
“Maybe they should help and lower their prices and then we could really save money. +$5 for cereal is crazy,” another person posted.
In 1989, cereal cost between $2 and $3. More recently, according to the U.S. Department of Labor, cereal prices have increased 28% since January 2020.
Kellogg is raising its prices 12% in just the latest fiscal year, mirroring other food companies looking for ways to offset rising costs for ingredients, transportation and labor.
Ami Moyal, the creator behind the social media account Cereal Life, has garnered over 70,000 followers on Instagram for his cereal-focused content.
Moyal told Straight Arrow News he has seen an uptick in the price of cereal, but currently living in Canada, he said the higher costs haven’t hit his wallet just yet.
I typically don’t spend more than around $4 on a box
Ami Moyal, Cereal Life
“In Toronto, where I’m currently stationed with family during renovations back in Miami, Walmart has been my go-to spot,” Moyal said. “They often have a solid deal: any three boxes — including family-sized — of cereal for $10, which I find quite reasonable. I typically don’t spend more than around $4 on a box, so that works out well for me.”
The higher prices, however, have eaten into Kellogg’s profits; the company said sales declined in the fourth quarter.
In the CNBC interview, Pilnick said the cereal category has always been quite affordable and tends to be a great destination when consumers are under pressure.
“The cereal category is a place 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,” Pilnick said. “So you can imagine why a consumer under pressure might find that a good place to go.”
When asked if that marketing might land the wrong way, Pilnick responded that 25% of Kellogg’s cereal consumption is outside the breakfast meal.
“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,” Pilnick said.
Kellogg’s has been marketing cereal as an option for dinner since 2022.
The company held a giveaway on Instagram, giving people a chance to win $5,000 and a year’s supply of cereal by sharing a photo of their family enjoying cereal for dinner.
But it was this CNBC interview that has stirred the “bowl,” as cereal is something that hits home to a lot of people, with 96% of consumers saying they buy cereal every time they shop.
“Cereal is more than just a breakfast option; it’s woven into the fabric of my memories,” Moyal said of cereal’s appeal. “Picture this: It’s a lazy Saturday morning, the sun peeking through the curtains, and the only sound is the faint hum of cartoons in the background. The whole family gathers, including our loyal dog, drawn together by the promise of Saturday morning bliss. But before the cartoons even begin, there’s a sacred ritual — the pilgrimage to the cereal cupboard. Opening that door reveals a rainbow of boxes, each holding the promise of a different adventure in every spoonful.
“My love for cereal began in moments like these, where each bite felt like a small victory amidst the chaos of childhood. It’s been a steadfast companion through both the highs and lows of life, a source of comfort and joy. So, when you ask what I find appealing about cereal, it’s not just the taste or convenience; it’s the memories and emotions it evokes.”
