The Birth of a New Cereal
In the mid-1960s, the breakfast cereal market was undergoing a shift. As consumers became more aware of nutrition, fortified cereals like General Mills' Total, which promised 100% of the daily recommended allowance of vitamins and minerals, gained popularity. Seeing an opportunity and a threat, the Kellogg Company embarked on a mission to create its own competitor. The result was a lightly sweetened, multi-grain flake cereal fortified with a significant amount of daily vitamins and iron. In 1967, it was introduced to the market, destined to become a beloved but ultimately niche product for decades.
The Naming Controversy: What's in a Name?
Unlike most cereals with catchy, whimsical, or descriptive names, Kellogg's decided to release their new creation with a rather sterile and industrial-sounding moniker: Product 19. The simple, almost generic name led to some confusion and speculation among consumers over the years. However, the explanation was straightforward and practical. According to Reddit's Today I Learned forum and other sources, the name came about because it was simply the 19th version of a product developed by the Kellogg's team in their haste to get it to market to challenge Total. The no-frills name complemented the cereal's positioning as a serious, nutritious choice for adults, not a sugar-laden treat for children.
The Product 19 Experience
Product 19 was known for its wholesome texture and straightforward flavor. The flakes were a blend of corn, oats, wheat, and rice, which provided a unique, satisfying crunch that was less sweet than many other options on the market. The cereal's marketing leaned into its functional benefits, appealing to adults who valued nutrition over novelty. The packaging was distinct, featuring a simple red and white box that stood out from the colorful boxes of other brands. Early advertisements featured wholesome figures like football star Tom Harmon, reinforcing its image as a healthful, adult-focused food.
Key Ingredients and Fortification
- Multi-Grain Blend: A unique mix of corn, oats, wheat, and rice flakes gave it a distinct texture and flavor profile.
- Vitamins and Minerals: It was heavily fortified to provide a significant portion of daily requirements for essential nutrients. Some of the notable additions included:
- Vitamin C (Ascorbic Acid)
- Niacinamide
- Vitamin E Acetate
- Folic Acid
- Iron
- Vitamin B6 (Pyridoxine Hydrochloride)
- Vitamin B1 (Thiamin Hydrochloride)
- Vitamin B2 (Riboflavin)
- Vitamin D3
- Vitamin B12
Comparison: Product 19 vs. Cereal Rivals
| Feature | Kellogg's Product 19 | General Mills' Total | Kellogg's Special K (Original) |
|---|---|---|---|
| Core Grains | Corn, oats, wheat, and rice flakes | Whole wheat flakes and other grains | Rice, wheat gluten |
| Fortification Level | Comprehensive fortification for daily needs | Marketed as containing 100% daily vitamins | Vitamin and mineral-fortified |
| Flavor Profile | Mild, lightly sweetened, multi-grain | Similar, healthy flavor | Light, toasted rice flavor |
| Target Market | Health-conscious adults and seniors | Health-conscious consumers | Primarily diet-conscious women |
| Status | Discontinued in 2016 | Still in production | Still in production |
The Final Chapter: Slow Decline and Discontinuation
Despite its loyal following, Product 19's fate was sealed by declining sales in the 21st century. As consumer tastes evolved and the market became saturated with new cereal products, the unpretentious, healthy-minded breakfast lost its competitive edge. In the early 2010s, Kellogg's began limiting the cereal's distribution, making it increasingly difficult for die-hard fans to find on store shelves. This slow process culminated in 2016, when Kellogg's officially announced that the cereal had been discontinued. The news was met with sadness and frustration from its dedicated base, with many taking to social media and online petitions to plead for its return. However, sales were ultimately not strong enough to justify continued production. For a more detailed look at its demise, see the article 'The Long Death of Product 19'.
Conclusion
For nearly 50 years, the cereal called 19, better known as Kellogg's Product 19, offered a simple, nutritious, and no-nonsense start to the day for a dedicated group of consumers. Born out of a need to compete in the fortified cereal market, its legacy is one of a beloved underdog that was eventually eclipsed by changing consumer preferences. Although it is no longer available, its story remains a fascinating chapter in the history of breakfast foods, a reminder that even the most functional of products can inspire fierce loyalty and fond memories.
Visit Atlas Obscura for a detailed look into the discontinuation of Product 19
