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 413 comments for this cereal.

By Lori

Cereal Rating (out of 5):

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

Comment submitted: 8/4/2015 (#19284)

By R.L.

Cereal Rating (out of 5):

I remember this cereal from my childhood. I've been craving it since the early 70's but to no avail. I'm hoping that Kellogg's will one day bring this back.

Comment submitted: 8/2/2015 (#19278)

By Shadowbrook

Cereal Rating (out of 5):

Had it back in the late sixties. Please bring it back.

Comment submitted: 7/5/2015 (#19196)

By Julie-8

Cereal Rating (out of 5):

I HAVE BEEN WAITING FOR THIS TO COME BACK! What is taking so long? This would fly off the shelves and be a huge improvement over the choices at the grocery store right now. BRING IT BACK!

Comment submitted: 6/20/2015 (#19144)

By Robin Dale

Cereal Rating (out of 5):

My comment is similar to many of the others - I miss Concentrate cereal both for the taste and sentimentality of eating it for breakfast at my grandparent's house! Grandma served the cereal in a very small bowl with half and half. I can still recall the care I took when allowed the privilege of pouring Concentrate from the little opening. Delicious and satisfying - please offer a special edition batch for baby boomers!

Comment submitted: 6/15/2015 (#19130)

By ConcentrateFan

Cereal Rating (out of 5):

When I had a sleepover at my Grandma's house as a child, she would serve this cereal for breakfast. It was absolutely delicious! She poured cream over it instead of milk, which only enhanced the deliciousness. Please bring it back and make it gluten free.

Comment submitted: 6/15/2015 (#19124)

By Rick57

Cereal Rating (out of 5):

Concentrate is the greatest cereal of all time! When I was a kid I couldn't wait until I was an adult so that I could buy this cereal every week. Then what does Kellogg's do? They discontinue it. Such the bad move on their part. There are so many people like myself that would buy this cereal in mass quantities! Kellogg's is missing the boat big time here!

Comment submitted: 5/29/2015 (#19078)

By cjeanm

Cereal Rating (out of 5):

Concentrate was my ALL TIME favorite as a child! It was a treat that I would get only at my grandma's house as it was a little bit expensive to keep in a house with 3 children! But Grandma always had it in her cupboard! Please bring it back... it will be in my cupboard if you do!!

Comment submitted: 5/29/2015 (#19074)

By Robin

Cereal Rating (out of 5):

I loved this cereal so much. I hope it comes back too.

Comment submitted: 5/29/2015 (#19073)

By Picky

Cereal Rating (out of 5):

Grandma used to send this to us in a care package every so often. If you didn't eat it fast it turned to a nasty mush! I don't think anyone liked it. Sat in the cupboard a long, long time. Grandma liked to eat it with grape juice. Gag!

Comment submitted: 5/27/2015 (#19067)

View all 413 comments for this cereal.

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