Kellogg’s is advertising cereal as an affordable dinner for people struggling with the rising cost of food — but some consumers aren’t happy with the cereal maker’s approach.

WK Kellogg CEO Gary Pilnick told CNN last week that the messaging was “landing really well” with customers.

“Cereal for dinner is something that is probably more on trend now, and we would expect to continue as that consumer is under pressure,” he said.

But the reaction to his comments on social media suggests otherwise.

“What the hell kind of dystopian hellscape is this?” one user wrote on a TikTok with almost 150,000 views. “Give the peasants cereal for dinner!” another commented.