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Blake, Wm. The Wrath of Elihu. 1805.

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The CEO of breakfast giant Kellogg’s has sparked backlash after suggesting people struggling to afford groceries could just eat cereal for dinner.

Gary Pilnick argued that a bowl of cereal with milk and fruit is an affordable meal option, costing less than a dollar, which could help consumers under financial pressure. The suggestion came in response to a new report that found Americans spend over 10% of their income on food.

Pilnick: “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. In fact, it's landing really well right now. Cereal for dinner is something that is probably more on trend now, and we would expect to continue as that consumer is under pressure.”

Pilnick’s advice was met with criticism online, with some calling the CEO out of touch and suggesting people should “eat the rich” instead.  Despite the backlash, Pilnick cited company statistics, claiming that a quarter of cereal consumption happens outside breakfast time.