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Which cereal was promoted in the early 1960's with the line "Oooooh... that's corny"?

Corn Flakes (Kellogg's)

Country Corn Flakes


Corn Crackos

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 357 comments for this cereal.

By No Nickname

Cereal Rating (out of 5):

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

Comment submitted: 7/28/2014 (#17422)

By Fanny T.

Cereal Rating (out of 5):

I loved Concentrate. I used to eat this with my grandparents and loved it! If they made it again, I would buy all the store inventory!

Comment submitted: 7/25/2014 (#17405)

By Consentration

Cereal Rating (out of 5):

I LOVED this cereal! I used to eat it for breakfast with my Grandfather. Always wondered why they stopped making something that was so good tasting and good for you too.

Comment submitted: 7/21/2014 (#17389)

By Susan5

Cereal Rating (out of 5):

Loved it. Bring it back!

Comment submitted: 7/20/2014 (#17385)

By C-trate fan

Cereal Rating (out of 5):

This cereal is one of my best (and earliest) childhood memories. I can still remember how it tasted. Loved it!

Comment submitted: 7/17/2014 (#17365)

By Neb

Cereal Rating (out of 5):

Anyone know of anything similar on the market now?

Comment submitted: 7/17/2014 (#17364)

Official Member: Team BreakfastBy darlene (Team Breakfast Member)

Cereal Rating (out of 5):

I love that cereal. I wish that they would bring it back. My dad would buy it for me as a kid.

Comment submitted: 7/15/2014 (#17343)

By Ellie

Cereal Rating (out of 5):

I was also a fan of Concentrate cereal... so sad when it disappeared from the grocery stores! It was surprising that the small serving size kept your appetite satisfied for hours!

Comment submitted: 7/10/2014 (#17319)

By bbozon

Cereal Rating (out of 5):

Please, please, please make more! I had and loved this as a child. I have tried other wheat germs supplements and other cereals that come no where near the great taste of Concentrate! It needs to come back again... the way it was. I ate it as a cereal with milk. It really did not even need sugar. Bring it back and make it the way it was... no improvement is needed. PLEASE!

Comment submitted: 7/9/2014 (#17310)

Official Member: Team BreakfastBy scout (Team Breakfast Member)

Cereal Rating (out of 5):

My husband and I both loved Concentrate Cereal! If you bring it back, we will buy it!

Comment submitted: 6/27/2014 (#17257)

View all 357 comments for this cereal.

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