In 1900, Pillsbury held an amateur recipe contest, with $680 in cash prizes going to the twelve best uses of Pillsbury’s Vitos. Introduced in 1897, Pillsbury’s Vitos were the flour-miller’s answer to the boom in breakfast cereals begun by Shredded What and Corn Flakes, a packaged, ready-made, processed cereal product. Advertising proclaimed it “the ideal wheat food, [which] needs to be boiled only and is then ready to serve as a breakfast food.” Ah, but not only as a breakfast food! “It can be served in thirty other ways—breads, cakes, puddings, desserts, etc.” A free cook book, available by mail, showed you how.
Also, according to the packaging, they were sterilized. Yes! “Pillbury’s VITOS, the ideal wheat food, is sterilized. Unlike other cereals, it does not have to be critically examined before using and none need ever be thrown away.”
Fourth prize in the recipe contest went to Pillsbury’s Vitos Cheese Ramekins — individual serving-sized cheese soufflés made with breakfast cereal. What, I ask you, could be more indescribably scrumptious than that?