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We’ve all been guilty of grabbing the cereal box for a quick dinner at a pinch on a busy night, but now families are being encouraged to serve up a bowl of Froot Loops or Corn Flakes for an affordable dinner.

In news that would probably be welcomed by most kids, families who are struggling with the skyrocketing cost of groceries are being told to ‘give chicken the night off’ and serve up cereal instead.

US-based WK Kellogg’s CEO Gary Pilnick says the cereal category has always been quite affordable and ‘tends to be a great destination when consumers are under pressure’.

cereal

WK Kellogg’s owns Frosted Flakes, Foot Loops, Special K, All-Bran and many other popular cereals.

“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,” Gary told CNBC.

“The price of a bowl of cereal, with milk and fruit is less than a dollar,” he added.

When asked if that advice could ‘land the wrong way’, he responded: “We don’t think so — in fact, it’s landing really well right now.”

The video above has attracted angry comments, with many furious at the suggestion they should eat cereal for dinner.

“Bet that CEO ain’t eating cereal for dinner. ‘If you’re poor, you get no nutrition, you get cereal’,” commented one person.

“Cereal is usually too expensive for me lol so what now?” added another.

“Apparently he hasn’t seen the current price of cereal!!”

And it’s not the first time Kellogg’s has offered this advice. In 2022 the company ran a competition, offering consumers the chance to win $5000 if they added cereal to their dinner rotation.

“Kellogg’s cereals provide essential nutrients, like vitamins and minerals and are an easy, inexpensive way to put a delicious meal on the dinner table — in fact, a serving of Kellogg’s cereal, milk and fruit is less than $1,” the competition claimed.

 

  • No thanks. I like my family to eat a little healthier than Fruit Loops.

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  • That’s a little bit of biased advice. Porridge is a better option than Kelloggs. Or eggs on toast. Or beans on toast….

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  • What an out of touch, crazy suggestion. Who cares about the nutritional needs of those less fortunate is how I read it. Some people really don’t understand their advantages.

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  • Sorry but I completely disagree. Would never give my family cereal for dinner and especially cereals loaded with high sugar content.

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  • Lol fruit loops are $10 for a small box! That’s not an affordable price as a treat to my family, let alone as dinner! And the amount of sugar… and right before bed? Yeah nah not for us. Maybe as a dessert!
    We do buy coco pops on special at times to use for dessert, but not for dinner.

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  • Alot already do this to balance the cost of food out but it’s the people that are too lazy to shop around for good valued priced food and peoplr that are too lazy too cook

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  • I don’t personally think cereal is a good dinner choice but I wouldn’t judge others who choose to give it for dinner.. personally I’d just do a jacket potato with beans and cheese or 2 minute noodles if I wanted a lazy dinner.

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  • Nothing wrong with having cereal for lunch or dinner as long as you opt for one that’s healthy, this guy’s obviously thinking of their profit margin. We have occasionally had cereal for lunch or dinner but when we do we go for cereals similar to muesli (with nuts & fruit etc) because at least they’re relatively healthy definitely not would not recommend fruit loops would have to be one of the most unhealthiest cereals on the market.

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  • Wow, that sugary rubbish shouldn’t even be served for breakfast, let alone a substitute for a healthy dinner. I am appalled! My three daughters, all in their 30’s, ate healthy meals, even though I was on a tight budget. I rarely gave them sugary cereals for breakfast.

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  • No, if you want to go affordable, buy homebrand :p

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  • Not good advice at all… there are so many more nutritious meals out there on the cheap. Tuna, beans and pasta? Chicken drumsticks and rice?


    • I agree; the food you listed are all budget friendly and tummy filling options.

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  • Yeah no, it really shouldn’t have to come to this..

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  • Just lower other nutritional foods instead! Why should families feed their kids cereal for dinner just to get by… stupid idea

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  • While my kids would probably be happy to do this, it’s a no from me and to be honest I’m pretty sure i could come up with something with more nutritional value and less sugar than cereal for less money anyway.

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  • Kelloggs boss is obviously thinking of his pocket.
    Kids should be eating a healthy nutritional breakfast.

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  • Cereal for breakfast is already not a good choice, let alone for dinner ! I get it when there’s nothing else to eat and you have creal & milk at home, you will offer that. But it’s important to offer nutritious food so we can function well.

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  • Not something we’ll be adopting in our house. The amount of sugar in cereals concerns me and there isn’t a lot of nutritional value there.

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  • No thank you. We will choose a good protein breakfast over sugar for breakfast.

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  • No thanks; we will not be changing to cereal for dinner.

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  • Sugary cereals are obviously a bad thing to be promoting, especially only hours before bed. But it does normalise the idea that not every dinner has to be a prepared meal. Trying to be better with money, my family have set nights each week where dinner is ‘a frozen meal bought on special’ (less than $5 per person), ‘something on toast’ night (spaghetti, eggs, baked beans etc), ‘leftover night’ (where you can only eat food already cooked previously) and ‘make dinner using at least one random ingredient that is in the cupboard unused for months’. That way we are constantly aware of our overall budget and not wasting food.

    Reply

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