A co-owner of the UK's first cereal café, Cereal Killer Café, located in one of the poorest areas of London, stopped a TV interview after a question about its prices.
The Shoreditch business charges £3.20 for a bowl of cereal, in an area where according to a report by The Campaign to End Child Poverty this year, 49% of children live in poverty.
Presenter Symeon Brown of Channel 4 asked co-owner Gary Keery: "Do you think local people will be able to afford £3.20 cereal?"
Keery responded: "If they're poor, probably not then. Can we stop this interview? Because I don't like the questions that you're asking me."
Prior to that, Keery said: "I think it's cheap for the area," and "It isn't one of the poorest areas, is it?"
In an interview with the London Evening Standard today Keery said he felt the questions were not "relevant" and no further interviews would be conducted.
"I did not think they were relevant questions. I am a small business owner trying to run a business. I am too busy - I am not giving any more interviews."
Brown said on Twitter that the questions were "fair" and wished the business success.Cereal Killer Café opened yesterday, offering 100 types of cereal and 12 different kinds of milk. Tower Hamlets has the second highest unemployment rate in London, according to London's Poverty profile. The Campaign to End Child Poverty reported that the borough is one of the areas most affected by child poverty in the UK.