Editor’s note: The following article is an op-ed, and the views expressed are the author’s own. Read more opinions on theGrio.
They’ll tell poor, low-income and working people to eat cereal for dinner, and Black people are paying the heaviest price.
In a perfect example of failing to read the room — or even worse, lacking empathy — Gary Pilnick, the CEO of the cereal company Kellogg’s, gave some advice to cash-strapped families struggling to make it and put food on the table: Put down the chicken, and eat some Frosted Flakes for dinner.
“The cereal category has always been quite affordable, and it tends to be a great destination when consumers are under pressure,” Pilnick said. “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.” Kellogg’s has an ad campaign, “Give chicken the night off,” which encourages people to go for cheaper options such as Corn Flakes, Froot Loops and Raisin Bran.”
The company has invited customers to share their cereal-for-dinner experiences on Instagram for a chance to win $5,000 and a year’s supply of Froot Loops, Frosted Flakes or Frosted Mini-Wheats.
This push for eating cereal outside of breakfast reflects the changing realities in the breakfast market. Despite an uptick during the pandemic, cereal sales are on the decline — after a century of being on top of the breakfast market through successful marketing, advertising and package design. Some people are opting for protein rather than sugar and carbs for breakfast, and are shifting to more convenient options like breakfast sandwiches, protein shakes and granola bars. Past studies have also shown that because of television marketing to children, Black people with kids are more likely to buy sugary, non-nutritious cereal options.
But the move by Kellogg’s tells us even more when Pilnick should have said less. Pilnick, whose base salary…
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