The CEO of Kellogg’s has come under fire for advocating that low-income individuals eat cereal for supper in order to save money, reports Sky.
In an interview in the US, chief executive Gary Pilnick made the remarks while outlining the company’s initiatives to win over hard-pressed consumers.
At the same time, US advertisements with the tagline “Give chicken the night off” are being promoted by Kellogg’s, a well-known cereal manufacturer that produces products like Corn Flakes, Special K and Coco Pops.
Mr Pilnick told CNBC: “Consumers are under pressure… so we’re advertising about cereal for dinner, 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..,” reports Sky.
“In general, the cereal category is a place that 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. So you can imagine why a consumer under pressure might find that to be a good place to go,” reports Sky.
But when questioned by host Carl Quintanilla if the message could “land the wrong way”, Mr Pilnick replied: “We don’t think so”.
“It turns out that over 25% of consumption is outside the breakfast occasion – a lot of it is at dinner. And that occasion continues to grow. Cereal for dinner is something that is probably more on trend now, and we would expect to continue as that consumer is under pressure,” reports Sky.
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