Kellogg’s CEO Gary Pilnick advised shoppers chalking up more of their paychecks to soaring grocery bills than they have in the past three decades to just eat cereal instead.

“The cereal category has always been quite affordable, and it tends to be a great destination when consumers are under pressure,” Pilnickan said in an interview with CNBC last week.

“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.”