Cereal Project > Kellogg's > 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 419 comments for this cereal.

By Rob

Cereal Rating (out of 5):

Comment under review by Mr Breakfast. Should appear within 24 hours.

Comment submitted: 8/31/2015 (#19405)

By Lennie

Cereal Rating (out of 5):

Comment under review by Mr Breakfast. Should appear within 24 hours.

Comment submitted: 8/30/2015 (#19400)

By val7

Cereal Rating (out of 5):

BRING IT BACK! I don't want those other supposedly healthy cereals, they already made a GREAT one and took it away: Sad face: BRING IT BACK!! The taste was FANTASTIC and if I can remember it 30 years later, that's saying something. But sadly food manufactures love taking away the things people really want and giving them stuff we don't want to buy. It makes no sense.

Comment submitted: 8/22/2015 (#19370)

By Dan353

Cereal Rating (out of 5):

Truly great cereal! Please bring back this lost treasure!

Comment submitted: 8/11/2015 (#19309)

By MLBenz

Cereal Rating (out of 5):

Bring it back please! It's 2015 and can still remember the taste. If only I could have another bowl.

Comment submitted: 8/9/2015 (#19305)

Official Member: Team BreakfastBy mphmike (Team Breakfast Member)

The best cereal ever... Bring it back PLEASE!

Comment submitted: 8/8/2015 (#19301)

By Lori86

Cereal Rating (out of 5):

I miss Concentrate too! Bring it back for a limited run, at least! Us baby boomers would SO buy so many grocery items in a HUGE RETRO BRING-BACK Campaign! This would top my list, along with Shake n Bake for Hamburgers! OMG, I miss that SO much!

Comment submitted: 8/4/2015 (#19284)

By R.L.

Cereal Rating (out of 5):

I remember this cereal from my childhood. I've been craving it since the early 70's but to no avail. I'm hoping that Kellogg's will one day bring this back.

Comment submitted: 8/2/2015 (#19278)

By Shadowbrook

Cereal Rating (out of 5):

Had it back in the late sixties. Please bring it back.

Comment submitted: 7/5/2015 (#19196)

By Julie-8

Cereal Rating (out of 5):

I HAVE BEEN WAITING FOR THIS TO COME BACK! What is taking so long? This would fly off the shelves and be a huge improvement over the choices at the grocery store right now. BRING IT BACK!

Comment submitted: 6/20/2015 (#19144)

View all 419 comments for this cereal.

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