Kellogg’s CEO Gary Pilnick has ignited a social media firestorm after claiming that the “cereal for dinner” campaign is landing very well with American consumers.

In an interview, Pilnick promoted cereal for dinner as a cost-effective alternative for families as he addressed the increasing food costs. One user cynically pointed out the contradiction in a CEO advocating for cereal dinners while earning an annual salary of $1 million with over $4 million in incentives.

Furthermore, other users argued that buying a $10 family-sized cereal box and a $3 carton of milk actually cost as much as frozen lasagna meant to serve the same number of people for dinner. Watch this video of Gary Pilnick.