Since 2022, Kellogg has been running an ad campaign encouraging families, with the help of Tony the Tiger and Toucan Sam, to break out of their boring dinner rotation and swap in the occasional bowl of cereal. “If you’re tired of cooking chicken over and over (and the kids are bored of eating it) we’ve got something you’ll want to try,” the description for one of the advertisements read. “Turn off the stove, pop open the pantry and pour your favorite Kellogg’s cereal for dinner!”

That commercial didn’t inspire nearly the same amount of dialogue as when — nearly two years later, on Feb. 21 — WK Kellogg Co. CEO Gary Pilnick also suggested customers eat cereal for dinner, likely because instead of positioning it, as the advertisement had, as a little treat, he suggested it as a solution for families feeling throttled by food inflation.