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Kellogg’s CEO Gary Pilnick advised shoppers chalking up more of their paychecks to soaring grocery bills than they have in the past three decades to just eat cereal instead.

“The cereal category has always been quite affordable, and it tends to be a great destination when consumers are under pressure, Pilnickan said in an interview with CNBC last week.

“If you think about the cost of cereal for a family versus what they might otherwise do, thats going to be much more affordable.”

CNBC host Carl Quintanilla asked the Kellogg’s boss if encouraging cash-strapped customers to eat cereal for dinner could land the wrong way,” to which a cheery Pilnick replied: In fact, its landing really well right now.”

“Cereal for dinner is something that is probably more on trend now,” Pilnick insisted during an interview earlier reported on by CNN, noting that a bowl of cereal with milk and fresh fruit is under $1.

“We would expect [the trend] to continue as that consumer is under pressure.”

Kellogg’s — behind popular breakfast staples like Corn Flakes, Froot Loops, Frosted Mini Wheats and Raisin Bran, among others — has been banking on a breakfast-for-dinner trend catching on since 2022, when it initially launched a campaign to get Americans to add the notoriously sugary meal to their dinnertime rotation.

The push, which touted the tagline “give chicken the night off,” argued that aside from its low cost, cereal for dinner is a low-prep, low-mess option, according to a press release at the time.

Pilnick’s prediction, however, missed the mark, and viewers took to social media to share their disdain of having to swap pricier options that include meat and vegetables for cereal.

Another suggested that Kellogg’s initative was capitalizing on the struggles of Americans who, according to data from the Agriculture Department, gave up 11.4% of their disposable income to buy food in 2022 — the most since 1999.

According to the USDA, food-at-home prices increased another 5% last year compared to 2022 or double the historical average rate at which retail food price inflation rose per year between 2003 and 2022.

“Anything @KelloggsUS can do to make more money off people during times of crisis. I wonder what their CEO is having for dinner? Smh Price hiking all day without a care. Shame shame,” another user wrote to X.

“We live in a world where families have to choose cereal for dinner to save money. Sad,” another user shared Monday.

For reference, Pilnick’s annual compensation includes a $1 million base salary and over $4 million in incentive compensation, according to a September 2023 Securities and Exchange Commission filing.

“Each the rich instead,” another viewer suggested on Instagram, while another commenter chimed in: “Hearing welathy folks put a marketing spin on poverty is wild.”

Others, meanwhile, bashed the idea of having cereal for breakfast because of its poor nutritional value.

“Cereal for breakfast, lunch or dinner is garbage. Learn more about nutrition for your own health,” an X user wrote.

“Hey, everyone, how about a big bowl of empty calories for dinner?” another quipped.

For reference, a bowl of Rice Krispies — Kellogg’s most popular offering, according to Google data shared with Food & Wine — a 1.5-cup serving of the toasted rice contains 150 calories, 36 gramd of carbohydrates and four grams of added sugars.

A 12-ounce box Rice Krispies cereal retails for $3.99 at Target or $3.68 at Walmart, according to the retailers’ respective websites.

Per USDA data, the rate of price increases for cereals and bakery products stood at 8.4% last year.

Representatives for Kellogg’s did not immediately respond to The Post’s request for comment.

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South Korean court clears Wemade ex-CEO in Wemix manipulation case

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South Korean court clears Wemade ex-CEO in Wemix manipulation case

South Korean court clears Wemade ex-CEO in Wemix manipulation case

After nearly a year of legal proceedings, a South Korean court acquitted former Wemade CEO Jang Hyun-guk of market manipulation charges.

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Is there £15bn of wiggle room in Rachel Reeves’s fiscal rules?

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Is there £15bn of wiggle room in Rachel Reeves's fiscal rules?

Are Rachel Reeves’s fiscal rules quite as iron clad as she insists?

How tough is her armour really? And is there actually scope for some change, some loosening to avoid big tax hikes in the autumn?

We’ve had a bit of clarity early this morning – and that’s a question we discuss on the Politics at Sam and Anne’s podcast today.

Politics Live: Reeves to reform financial regulations

And tens of billions of pounds of borrowing depends on the answer – which still feels intriguingly opaque.

You might think you know what the fiscal rules are. And you might think you know they’re not negotiable.

For instance, the main fiscal rule says that from 2029-30, the government’s day-to-day spending needs to be in surplus – i.e. rely on taxation alone, not borrowing.

And Rachel Reeves has been clear – that’s not going to change, and there’s no disputing this.

But when the government announced its fiscal rules in October, it actually published a 19-page document – a “charter” – alongside this.

And this contains all sorts of notes and caveats. And it’s slightly unclear which are subject to the “iron clad” promise – and which aren’t.

There’s one part of that document coming into focus – with sources telling me that it could get changed.

And it’s this – a little-known buffer built into the rules.

It’s outlined in paragraph 3.6 on page four of the Charter for Budget Responsibility.

This says that from spring 2027, if the OBR forecasts that she still actually has a deficit of up to 0.5% of GDP in three years, she will still be judged to be within the rules.

In other words, if in spring 2027 she’s judged to have missed her fiscal rules by perhaps as much as £15bn, that’s fine.

Rachel Reeves during a visit to Cosy Ltd.
Pic: PA
Image:
A change could save the chancellor some headaches. Pic: PA

Now there’s a caveat – this exemption only applies, providing at the following budget the chancellor reduces that deficit back to zero.

But still, it’s potentially helpful wiggle room.

This help – this buffer – for Reeves doesn’t apply today, or for the next couple of years – it only kicks in from the spring of 2027.

But I’m being told by a source that some of this might change and the ability to use this wiggle room could be brought forward to this year. Could she give herself a get out of jail card?

The chancellor could gamble that few people would notice this technical change, and it might avoid politically catastrophic tax hikes – but only if the markets accept it will mean higher borrowing than planned.

But the question is – has Rachel Reeves ruled this out by saying her fiscal rules are iron clad or not?

Or to put it another way… is the whole of the 19-page Charter for Budget Responsibility “iron clad” and untouchable, or just the rules themselves?

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Is Labour plotting a ‘wealth tax’?

And what counts as “rules” and are therefore untouchable, and what could fall outside and could still be changed?

I’ve been pressing the Treasury for a statement.

And this morning, they issued one.

A spokesman said: “The fiscal rules as set out in the Charter for Budget Responsibility are iron clad, and non-negotiable, as are the definition of the rules set out in the document itself.”

So that sounds clear – but what is a definition of the rule? Does it include this 0.5% of GDP buffer zone?

Read more:
Reeves hints at tax rises in autumn
Tough decisions ahead for chancellor

The Treasury does concede that not everything in the charter is untouchable – including the role and remit of the OBR, and the requirements for it to publish a specific list of fiscal metrics.

But does that include that key bit? Which bits can Reeves still tinker with?

I’m still unsure that change has been ruled out.

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LA sheriff deputies admit to helping crypto ‘Godfather’ extort victims

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LA sheriff deputies admit to helping crypto ‘Godfather’ extort victims

LA sheriff deputies admit to helping crypto ‘Godfather’ extort victims

The Justice Department says two LA Sheriff deputies admitted to helping extort victims, including for a local crypto mogul, while working their private security side hustles.

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