Kellogg’s CEO Gary Pilnick was happy to report that more famlies are resorting to eating cereal for dinner in the face of economic pressure from inflation.

Pilnick joined CNBC last week to describe his satisfaction with emerging reports that families are now turning to breakfast cereal at dinner time to cope with rising inflation.

“The cereal category has always been quite affordable and it tends to be a great destination when consumers are under pressure,” Pilnick said Friday.

“Some of the things we’re doing is first messaging. We gotta reach the consumer where they are, 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,” he added.

CNBC host Carl Quintanilla expressed skepticism at the marketing strategy, asking, “I’m all for innovation in marketing, but the idea of having cereal for dinner, is there potential for that to land the wrong way?”

Pilnick replied, “We don’t think so. In fact, it’s landing really well right now…it turns out that over 25% of our consumption is outside the breakfast occasion. A lot of it’s at dinner, and that occasion continues to grow.”

“Cereal for dinner is probably something that is more on trend now and we would expect to continue as that consumer is under pressure,” he added.

Many Americans blasted Pilnick’s tone-deaf celebration of future profits at their expense.

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