Captain Crunch: It’s What’s For Dinner

Boxes of Quaker Oats Cap'n Crunch cereal sit on display in a market in Pittsburgh, Wednesday, Aug. 8, 2018. (AP Photo/Gene J. Puskar)

With the share of personal income being spent on food at a 30-year high, one CEO has a suggestion to help American families put food on the table: eat cereal for dinner.

Gary Pilnick, CEO of WK Kellogg Co., told CNBC, “When we think about our consumer under pressure, … cereal … has always been quite affordable and it tends to be a great destination when consumers are under pressure.”

He said his company has been focusing on messaging “to 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.