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Which cereal was promoted with the lines "I'm not gonna try it... Let's get Mikey. He hates everything"?





Cereal Home > Kellogg's > Concentrate
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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

Title: Montage Of Concentrate Ads

Submitter: Mr Breakfast
Uploaded: 9/9/2008

Additional details

Title: 1959 Ad For Concentrate Cereal

Submitter: KennyRogers
Uploaded: 9/9/2008

Additional details

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Comments About This Cereal
What do you think of Concentrate?

Overall Average Rating = 5 (out of 5)

View all 392 comments for this cereal.

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)

By mheins

Cereal Rating (out of 5):

My favorite cereal while growing up. I ate it straight, and would again. Please bring it back!

Comment submitted: 2/19/2015 (#18565)

By Miss M.

Cereal Rating (out of 5):

I absolutely love this cereal. I want it so bad the best. Defiantly will keep your weight down. Please bring it back.

Comment submitted: 2/17/2015 (#18551)

Official Member: Team BreakfastBy jfj600w (Team Breakfast Member)

Cereal Rating (out of 5):

I need a box of this... any ideas? Is there one anywhere?

Comment submitted: 1/17/2015 (#18377)

By Eulson

Cereal Rating (out of 5):

I loved, loved, loved this cereal times infinity! Bring it back <3

Comment submitted: 1/15/2015 (#18370)

By bethsioux

Cereal Rating (out of 5):

I could think of so many ways to cook with this, THE BEST cereal of all time. It's always ranked high, so WHY can't they bring it back... for heaven's sake I am 50 years old and I STILL dream of the stuff!

Comment submitted: 12/23/2014 (#18254)

By The Gam

Cereal Rating (out of 5):

Helped me to lose 50 pounds and was totally delicious. Never found another cereal I liked.

Comment submitted: 12/10/2014 (#18176)

By Rob82

Cereal Rating (out of 5):

Such is my karma. Everything I love gets discontinued. I used to eat this as a kid. I miss it like an addict misses drugs. If they bring it back I will buy 100 boxes per year at a premium price.

Comment submitted: 12/8/2014 (#18151)

By Mikee

Cereal Rating (out of 5):

I still remember its fresh smell after pouring cold milk over it. Never found that smell anywhere else but it's memory still lingers.

Comment submitted: 12/8/2014 (#18138)

View all 392 comments for this cereal.

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