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 400 comments for this cereal.

By 59 yrs young

Cereal Rating (out of 5):

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

Comment submitted: 4/26/2015 (#18947)

By Freckleface

Cereal Rating (out of 5):

It was my favorite cereal as a child. What happened?

Comment submitted: 4/19/2015 (#18918)

By KG100

Cereal Rating (out of 5):

When I get around childhood friends and we talk about food, this fantastic cereal comes up. Can't believe I found a photo of the old box... Wow. I'll pay more than extra for one!

Comment submitted: 4/19/2015 (#18916)

By dawn-2

Cereal Rating (out of 5):

HOW can we post this to FACEBOOK or TWITTER to get the votes to bring back this cereal!

Comment submitted: 4/17/2015 (#18905)

By dizzy

Cereal Rating (out of 5):

I need this cereal back. I loved it!

Comment submitted: 4/14/2015 (#18889)

By RJDBrown

Cereal Rating (out of 5):

My sisters and I were just talking about how good it was. I don't know what happened but, seems someone goofed!

Comment submitted: 3/30/2015 (#18825)

By bob-71

Cereal Rating (out of 5):

I'm 71 years old and eat cereal at least once per day and think Concentrate was the best cereal ever, by far.

Comment submitted: 3/15/2015 (#18751)

By markmich

Cereal Rating (out of 5):

With the emphasis today on high protein cereals this would be a natural for Kellogg's. It was really delicious.

Comment submitted: 3/15/2015 (#18746)

By Pam (MN)

Cereal Rating (out of 5):

Really wish they would bring this back on the cereal shelf! I'm 59 and still think someday I'll see it there. All-time favorite!

Comment submitted: 2/25/2015 (#18610)

By Lulu

Cereal Rating (out of 5):

Bring it back. It was so good. Not only would we have it for breakfast, we would sprinkle it on top of a scoop of ice cream for dessert. Loved it!

Comment submitted: 2/24/2015 (#18598)

View all 400 comments for this cereal.

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