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 470 comments for this cereal.

By Postman

Cereal Rating (out of 5):

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

Comment submitted: 1/18/2017 (#21265)

By CallmeDory

Cereal Rating (out of 5):

Do you have a recipe for Concentrate? What it's made of? Can it be made at home?

Comment submitted: 1/14/2017 (#21254)

By Postman

Cereal Rating (out of 5):

Mr. Breakfast. I think sometimes the ones doing multiple votes are trying to hurt certain cereals. In other words, the voter who voted 30 times for Concentrate does not like Concentrate and is trying to purposely get them to be penalized. I have seen this with other cereals also. You probably have already figured this out. Thanks for the good work you do.

Comment submitted: 12/30/2016 (#21178)

By Memerelas

Cereal Rating (out of 5):

I can't understand why they won't bring back such a wonderful cereal. It was my all time favorite. I would love to be able to purchase it again. Please start a petition to do just that!

Comment submitted: 12/20/2016 (#21150)

By Tess in DE

Cereal Rating (out of 5):

Best cereal ever! I would love to have back in my daily life.

Comment submitted: 12/12/2016 (#21121)

By Rumba

Cereal Rating (out of 5):

I loved this cereal. It is the only cereal I could keep down when I was pregnant. Please bring it back to us.

Comment submitted: 11/26/2016 (#21074)

Official Member: Team BreakfastBy simplylois (Team Breakfast Member)

Cereal Rating (out of 5):

This was BY FAR the best cereal ever. I also wish they would bring it back. Oh the memories it brings back of a great childhood.

Comment submitted: 10/7/2016 (#20928)

By Skyseasun

Cereal Rating (out of 5):

My favorite cereal... EVER. I was very disappointed when it vanished. My grandma introduced this cereal to me. It wouldn't hurt for Kellogg's to do a limited run with a modern touch to the box... and make it BIGGER! Please bring it back, Thanks!

Comment submitted: 9/2/2016 (#20783)

By L.B.

Cereal Rating (out of 5):

Awesome cereal. I called Kellogg's once about it - they had no idea what I was talking about. So glad to see it here. There has been nothing like it since. My mother loved it - a 'healthy' eater but I liked it too. But once milk was poured... within a minute or so, paste. I remember my mother treated it as special because it was expensive. Back then cereal was considered cheap so maybe that's why it didn't sell well enough. Sighhhhh... awesome cereal... think that little gold foil box expensive cereal would go over GREAT now - instant cult favorite. World has changed. Heck - there's Starbuck's.

Comment submitted: 8/25/2016 (#20751)

By Elaine

Cereal Rating (out of 5):

This was the best cereal Kellogg's ever made. We use to buy it by the case from Smart & Final. Would give anything if they would consider bringing it back. I would again buy it by the case.

Comment submitted: 8/25/2016 (#20747)

View all 470 comments for this cereal.

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