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The Kellogg’s CEO recently suggested in a video that due to the 25% rise in grocery prices over the last 4 years, that consumers should consider cereal as a cheap dinner option.

What?

KEllogg CEO Gary Pulnick was quoted saying, “The cereal category is a great place for consumers under pressure. We’re advertising about cereal for dinner. Think about the cost of cereal for a family versus what they might otherwise do.”

Kelloggs has already run campaigns like #KelloggsCerealforDinner” where they awarded $5,000 to random winners who shared their “cereal for dinner” pictures.

Similarly, the CEO of PepsiCo was quoted suggesting that Doritos and Pretzels make a great cheap side dish and ingredient in meals.

Why are these CEOs trying to get you to eat more junk food? Well maybe its because the rise in grocery prices has caused a decline in snack purchasing. Kellogg’s itself faced a 10% drop in sales volume in the 4th quarter of last year.

So obviously the big problem here is that in the face of inflation and a rising chronic disease epidemic, these CEOs are suggesting that you opt for junk food for dinner to save a few bucks. Obviously, we can see their motive.

But what is worse is that its a flatout lie. Cereal for dinner is only cheaper than real food if you’re eating small amounts of it. But honestly, who has ever eaten just a single serving of cereal?

This graphic from my friend Brian Sanders highlights something that so many people like these money hungry Big Food executives either miss or ignore….pound for pound, junk food is rarely cheaper than real food and of course contains no where near the nutritional value.

So if you’re strugging with the rise in grocery prices, before you go listening to people that don’t have your financial or health interests in mind, reconsider your grocery purchases and spend sometime looking at the cost of real food vs. processed food on a pound for pound basis. You may just find that if you stop giving Big Food your money, you can afford a lot more real food than you thought!