Gary Pilnick on brand strategy
From Kellogg’s CEO Breaks His Silence · · Food Babe
“Moms in particular are in charge of Kellogg's; we're not effing around anymore. Sometimes you'd rather not be in the news, but we would take it because it's the power of our company and the brand and what it stands for.”
On , Gary Pilnick, Chairman & Chief Executive Officer at WK KELLOGG CO, spoke about brand strategy during Kellogg’s CEO Breaks His Silence on Food Babe.
About Gary Pilnick
Gary Pilnick, chairman and CEO of WK Kellogg, has drawn attention for comments made during media appearances in 2024. In February, during an appearance on CNBC's "Squawk on the Street," Pilnick suggested that families facing financial pressure could consider cereal for dinner, stating that "the price of a bowl of cereal with milk and with fruit is less than a dollar" and that the company was "advertising about cereal for dinner." He noted that over 25% of cereal consumption occurs outside of breakfast, with dinner being a growing occasion. The remarks generated criticism on social media, with some users characterizing the suggestion as out of touch with the economic realities of households struggling with rising grocery prices. In later appearances, Pilnick addressed other topics, including the company's use of artificial food dyes. He stated that the FDA had not evaluated the safety of Red 40 in over a decade, and that Kellogg's had previously removed and then reinstated artificial dyes in Froot Loops after sales declined. He said the company had vowed to remove artificial dyes and preservatives from U.S. cereals by 2018 but had not done so, attributing the decision to consumer preferences for "more vibrant colors." Pilnick also discussed WK Kellogg's spin-off from Kellanova, describing the company's singular focus on cereal and a plan to invest $450 to $500 million to modernize its supply chain.