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:"
Click here to see all cereals from Kellogg's.
Title: Montage Of Concentrate Ads
Submitter: Mr Breakfast
Title: 1959 Ad For Concentrate Cereal
Upload an image for this cereal
Comments About This Cereal
What do you think of Concentrate?
Overall Average Rating = 5 (out of 5)
View all 336 comments for this cereal.
PLEASE bring Concentrate Cereal BACK! Why is Kellogg's holding on to the recipe if they don't intend to produce it any longer. Please allow another company to produce it!
Comment submitted: 4/15/2014 (#16949)
By dpelletier (Team Breakfast Member)
If Kellog's no longer wants to produce this phenomenally tasting and incredibly nutritious cereal, perhaps they could share the recipe? Maybe Whole Foods, Trader Joes, or another company could reproduce it then? It makes absolutely no sense not to revive such an incredible product that has such a strong following. Reading other comments from this and other websites, no other cereal has ever made such a vivid and indelible impression on people - in some cases decades later.
Comment submitted: 4/4/2014 (#16588)
By Mojo1957 (Team Breakfast Member)
Bring back Concentrate! Loved it as a kid and would love it as an adult!
Comment submitted: 4/1/2014 (#16565)
Where can you buy this cereal? I had it as a kid, and the small box was impossible to keep around for long. Bring it back. - hankster419
Comment submitted: 3/27/2014 (#16489)
Best cereal ever. Brings back great childhood memories.
Comment submitted: 3/18/2014 (#16399)
By Favorite Foods
I loved this cereal when I was a child. I remember exactly what it tasted like and would love to buy it again and again and again!
Comment submitted: 3/10/2014 (#16328)
Please, please bring this cereal back! In this new nutrition oriented society, it should do very well. Price point should not be a problem, since those of us who loved Concentrate as children are now willing and able to pay for it - whatever the price.
Comment submitted: 3/5/2014 (#16266)
I also ate Concentrate as a kid, and loved it. Why did Kellogg's quit producing it? Everyone I know really loved it. I read a comment by a Kellogg's employee on another blog, and he said that Special K basically replaces Concentrate, and to try that instead. Special K is "OK", but it doesn't have the same flavor as Concentrate did. I hope they bring it back. I looked for it on the shelf for a long time as an adult, hoping I could buy it for my kids (and myself!).
Comment submitted: 3/2/2014 (#16236)
I used to eat this when I was a kid and loved it! Can they bring it back!?
Comment submitted: 2/13/2014 (#16032)
By Matt J.
I would eat it every day as a kid. It was my favorite cereal of all time. Bring it back and I will buy several boxes at a time. Loved it better than any other cereal, including all the kid's cereals.
Comment submitted: 2/11/2014 (#16010)
View all 336 comments for this cereal.