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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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Business

UK economy contracts – with record fall in exports to the US after Trump tariff hikes

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UK economy contracts - with record fall in exports to the US after Trump tariff hikes

The UK economy shrank more than expected in April as the worst of President Trump’s tariffs hit.

The standard measure of economic output (GDP) contracted a sharp 0.3% in April, data from the Office for National Statistics (ONS) showed.

During the month, Mr Trump’s so-called “Liberation Day” applied steep tariffs to countries around the world and sparked a trade war with China, the world’s second-largest economy.

The outcome is worse than expected by economists. A contraction of just 0.1% had been forecast by economists polled by the Reuters news agency.

It’s also down from the growth of 0.2% recorded in March.

Blow for Reeves

It’s also bad news for Chancellor Rachel Reeves, who has made the push for economic growth her number one priority. Speaking to Sky News following the news, she described the figures as “disappointing”.

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Reeves refuses to rule out tax rises

Additional costs on businesses were also levied during the month, as higher minimum wages and employer national insurance contributions took effect, which businesses told the ONS played a part in their performance.

Why?

The biggest part of the economy, the services sector, contracted by 0.4%, and manufacturing dropped 0.9%.

There was the largest ever monthly fall in goods exported to the United States, the ONS said.

Decreases were seen across most types of goods due to tariffs, it added.

Higher stamp duty depressed house buying and meant legal and real estate firms fared badly in the month.

After a strong showing in the first three months, car manufacturing performed poorly.

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Politics

Economy shock overshadows Reeves’ big day

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Economy shock overshadows Reeves' big day

Sky News’ Sam Coates and Politico’s Anne McElvoy serve up their essential guide to the day in British politics.

Rachel Reeves has said this morning that the latest figures showing the UK economy has shrunk by more than expected are “disappointing”. How much will this overshadow yesterday’s major spending announcement?

The chancellor has now planted Labour’s fiscal flag in the sand – and spending mistakes from here on in certainly cannot be blamed on their predecessors. How will Labour react to a potential internal revolt over disability benefit cuts? And how will the party manage the politics around expected tax rises in the autumn?

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Politics

Did ChatGPT get the spending review right? Treasury minister gives his verdict

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Did ChatGPT get the spending review right? Treasury minister gives his verdict

The chief secretary to the Treasury has called the Sky News-Chat GPT spending review projection “pretty good” and scored it 70%.

Darren Jones compared the real spending review, delivered by Rachel Reeves on Wednesday, and the Sky News AI (artificial intelligence) projection last week.

Sky News took the Treasury’s spring statement, past spending reviews, the ‘main estimates’ from the Treasury website, and the Institute for Fiscal Studies’ projections, and put them into ChatGPT, asking it to calculate the winners and losers in the spending review.

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This was done 10 days ahead of the review – before several departments had agreed their budgets with the Treasury – on the basis of projections based on those public documents. It also comes amid a big debate kicked off by Sky News about the level of error of AI.

The Sky News-AI projection correctly put defence and health as the biggest winners, the Foreign Office as the biggest loser, and identified many departments would lose out in real terms overall.

It suggested the education budget would be smaller than it turned out, but correctly highlighted the challenges for departments like the Home Office and environment.

More on Artificial Intelligence

Watch what happened with Sky’s AI-generated spending review

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AI writes the spending review

Reviewing the exercise, the author of the real spending review told Sky News that this pioneering use of AI was “pretty, pretty good”.

He added: “I could be out of a job next time in 2027, which to be honest, it’s not a bad idea given the process I’ve just had to go through.”

The Treasury made a number of accounting changes to so-called “mega projects” which AI could not have anticipated, and changed some of the numbers.

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Sky’s economics editor Ed Conway takes a look at the key takeaways from chancellor Rachel Reeves’ spending review.

Asked to give it a score, Mr Jones replied: “I’m going to give it 70%.”

The spending review includes AI as a tool to save money in various government processes.

Asked if 70% accuracy is good enough for government, he replied: “Well we’re not using your AI. We’ve got our own AI, which is called HMT GPT, and it helps us pull together all the information across government to be able to make better, evidence-informed decisions.”

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