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 454 comments for this cereal.

By DebraLynn

Cereal Rating (out of 5):

I LOVED Concentrate cereal! I grew up on it. Now nearing 60 years old, having a bowl of Concentrate is one of my favorite childhood memories. Please, please, please bring it back!

Comment submitted: 6/24/2016 (#20449)

Official Member: Team BreakfastBy Captjohn (Team Breakfast Member)

Cereal Rating (out of 5):

Please, please, please bring back Concentrate Cereal... It was my favorite cereal EVER!

Comment submitted: 6/13/2016 (#20415)

By hmstout

Cereal Rating (out of 5):

In the 60's as a teen, I ate Concentrate Cereal. Great taste. I'm 65 now, and still to this day, I look on the shelves to see if it is there. Bring it back!

Comment submitted: 6/9/2016 (#20405)

By Nick #One

Cereal Rating (out of 5):

Yeah I remember this cereal very well. It was pretty tasty and in such a small box that it seemed unreal. It had a way of swelling up so much that it was equivalent to cereal from a larger box. There must be a good reason why Kellogg's does not bring it back. It probably has to do with whatever ghastly trick they pulled to get it to shrink and expand so much with just milk. Like maybe they added worm castings, mycorrhizae and water-obsorbing polymers. You have to know there was a lot less control over what kinda crap they put into food in those days.

Comment submitted: 6/9/2016 (#20404)

By Peg

Cereal Rating (out of 5):

Please bring back Concentrate cereal. There are so many cereals on the shelves today that are not nearly as nutritious and the flavor was fantastic!

Comment submitted: 5/26/2016 (#20350)

By Penelope

Cereal Rating (out of 5):

The best cereal ever! I loved it more than Frosted Flakes or Special K.

Comment submitted: 5/21/2016 (#20335)

By Bunny

Cereal Rating (out of 5):

Get rid of all those sugared cereals and bring back Concentrate. The market has changed tremendously since the '70s. With all those 'awesome' ratings, it would be recognized as a greater food than it was then. And it tastes great! Thanks.

Comment submitted: 5/16/2016 (#20307)

By Weezer

Cereal Rating (out of 5):

Where can I find my favorite cereal? Loved it with cream and brown sugar!

Comment submitted: 5/7/2016 (#20269)

By Yvonne

Cereal Rating (out of 5):

Best cereal ever!

Comment submitted: 5/3/2016 (#20249)

By babz

Cereal Rating (out of 5):

BRING IT BACK! Every time I eat yogurt, I think how good a couple of tablespoons of Concentrate would be mixed in. Re-invent it (but don't change it) for today's younger consumer. You wouldn't have to convince the old geezers who loved it when they were kids.

Comment submitted: 4/5/2016 (#20160)

View all 454 comments for this cereal.

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