Cereal Project > Kellogg's > Concentrate

Concentrate
From: Kellogg's
Introduced in 1959


Kellogg's Concentrate cereal was introduced four years after their Special K cereal hit shelves. Special K was the first truly successful cereal to provide a high percentage of key nutrients. Concentrate was intended to take nutrient-enrichment one step further and capitalize on the success of Special K.

Concentrate was promoted as "the greatest concentration of nutrients ever offered in a single all-purpose food". It was nicknamed "the ready-to-serve nutrition booster".

The cereal was comprised of very, very small flakes which resembled fish food pellets. The cereal came in a small gold foil box with a pour spout on the side.

One serving of the cereal consisted of only a couple Tablespoons and it tended to expand when milk was added. In addition to acting as a breakfast on its own, Kellogg's recommended that Concentrate be sprinkled over other cereals, casseroles, salads, soups and even desserts.

Kellogg's claimed that "one ounce (of Concentrate) gives you the nutritive values indicated, in all of these fine foods:"
  • Protein - more than an egg and two strips of bacon
  • Vitamin B1 - as much as three ounces of pork
  • Vitamin B12 - as much as one ounce of meat or fish
  • Vitamin B6 - more than five carrots
  • Niacin - more than three ounces of beefsteak
  • Folacin - as much as three ounces of broccoli
  • Iron - as much as two ounces of beef liver
  • Vitamin C - about as much as a four-ounce glass of tomato juice
  • Vitamin D - as much as a quart of vitamin D milk
  • Riboflavin - more than 4 ounces of cheese
The cereal lasted into the 70's before it disappeared from grocery stores.


Click here to see all cereals from Kellogg's.


Additional Images
Montage Of Concentrate Ads
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Montage Of Concentrate Ads

Submitter: Mr Breakfast
Uploaded: 9/9/2008

Additional details


1959 Ad For Concentrate Cereal
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1959 Ad For Concentrate Cereal

Submitter: KennyRogers
Uploaded: 9/9/2008

Additional details





Comments About This Cereal
What do you think of Concentrate?

Overall Average Rating = 5 (out of 5)

View all 492 comments for this cereal.


By T. Bell

Cereal Rating (out of 5):

God I have a craving for this stuff. It was awesome!

Comment submitted: 8/10/2017 (#22127)



By Leslie

Cereal Rating (out of 5):

Concentrate is the BEST cereal of all time. We ate it as kids and would love to see it back on the market.

Comment submitted: 8/9/2017 (#22118)



By Barbie Buckeye

Cereal Rating (out of 5):

Bring it back!!!

Comment submitted: 8/6/2017 (#22098)



By Sharon

Cereal Rating (out of 5):

I had concentrate for my entire childhood. Miss it so much. Why not bring it back? Healthy food like this is definitely in favor.

Comment submitted: 7/23/2017 (#22042)



By Bets

Cereal Rating (out of 5):

Please, please bring it back! I keep searching, hoping I will find it again. So please make all of us happy and bring it back.

Comment submitted: 7/18/2017 (#22022)



By dondon

Cereal Rating (out of 5):

The very best! Please bring it back.

Comment submitted: 7/1/2017 (#21969)



By Sundari108

Cereal Rating (out of 5):

The best cereal ever! I can still almost taste it's wonderful flavor and still sometimes get cravings for it nearly 45 years later! Like others here, I really wish they'd make it again. I also would be buying it by the case.

Comment submitted: 6/22/2017 (#21938)



By Laird

Cereal Rating (out of 5):

I was 13 years old when I ate my first spoonful. It was the best, non-sugar coated cereal. I was truly upset when Kellogg's no longer made Concentrate. How about bringing it back for a Jubilee debut!?!

Comment submitted: 6/18/2017 (#21916)



By Itchy

Cereal Rating (out of 5):

I used to eat the whole box, when It was available.

Comment submitted: 5/19/2017 (#21774)



By jehnny

Cereal Rating (out of 5):

I can only echo my fellow Concentrate devotees. It was delicious, nutritious and I could eat it by the box full!

Comment submitted: 5/18/2017 (#21772)



View all 492 comments for this cereal.

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