The CEO of Kellogg’s just had his ‘let them eat cake’ moment. This after the Frosted Flakes and Fruit Loops boss has been making the rounds on cable news shows suggesting Americans serve up cereal for dinner to save on their soaring food budgets.

“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,” CEO Gary Pilnick suggested of a Rice Krispies dinner while appearing on the business network CNBC.