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’.

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.