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 431 comments for this cereal.

By K.D.B.

Cereal Rating (out of 5):

After all these years people are still talking about this cereal... hmmmm, think they should really consider bringing it back! Loved it!

Comment submitted: 11/22/2015 (#19688)

By TeeMac

Cereal Rating (out of 5):

I grew up on this cereal... It was delicious... A little milk in it and PRESTO... Tasty mush!

Comment submitted: 11/20/2015 (#19684)

By Leeroy

Cereal Rating (out of 5):

I loved this cereal as a kid. Too bad that Kellogg's kept the dogfood tasting special K cereal and discontinued Concentrate just when I was really into it, back about (gasp) 40 years ago. I still want some!

Comment submitted: 11/12/2015 (#19656)

By ellen2

Cereal Rating (out of 5):

Absolutely the best cereal ever. Come on... bring it back!

Comment submitted: 11/10/2015 (#19649)

By BigC4myADD

Cereal Rating (out of 5):

I grew up eating this cereal. It was healthy and delicious. As a child, I was convinced I was a better student when I had it for breakfast. At age 52, I frequently crave it and when I do, I buy Post to protest my disappointment with the Kellogg's company. There is nothing special about special K, even with those dried up strawberries! The only bad thing about Concentrate was the fact that the shiny, gold foil box was way too small. Please bring back the best cereal ever!

Comment submitted: 11/7/2015 (#19632)

By Tonk

Cereal Rating (out of 5):

It was my all-time favorite cereal as a kid. One of the few healthy foods that I really loved. My grandmom would say "want some C?" ... and the answer was always "yes please".

Comment submitted: 11/7/2015 (#19631)

By Jackie

Cereal Rating (out of 5):

These comments are all correct. This was a wonderful cereal. My sisters and I have searched the shelves for years hoping to one day find it. Please bring it back.

Comment submitted: 10/26/2015 (#19592)

By Gyps

Cereal Rating (out of 5):

Hey Kellogg's - Bring it back or sell the recipe. You clearly don't care what your customers want.

Comment submitted: 10/14/2015 (#19545)

Official Member: Team BreakfastBy mottsh (Team Breakfast Member)

Cereal Rating (out of 5):

Please bring Concentrate back. This cereal was so loved in our family that my mom used to put this in our Christmas stocking. Please please please bring it back.

Comment submitted: 10/9/2015 (#19533)

By Old Timer

Cereal Rating (out of 5):

Please bring it back! I hope to taste it one more time before I die!

Comment submitted: 10/6/2015 (#19522)

View all 431 comments for this cereal.

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