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Which cereal's mascot disappeared from cereal boxes in 1985 leaving a question mark where his face should have been?

Cap'n Crunch

Frosted Flakes (Kellogg's)

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Super Sugar Crisp

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 374 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: 10/23/2014 (#17897)

By meatloaf

Cereal Rating (out of 5):

My mother used to make meatloaf with this cereal. It got soggy so fast, but tasted good.

Comment submitted: 10/15/2014 (#17846)

By Rits

Cereal Rating (out of 5):

Bring it back! It was so good as a kid with milk and honey.

Comment submitted: 10/8/2014 (#17801)

By Jan7

Cereal Rating (out of 5):

Please bring it back. I would give this 100 stars if I could. It was the best and I miss it every time I go to the grocery store.

Comment submitted: 10/4/2014 (#17781)

By Aunty Den

Cereal Rating (out of 5):

My all-time favorite cereal. Please bring it back. You'll be creating a whole new generation of people who will love this cereal too.

Comment submitted: 10/2/2014 (#17767)

Official Member: Team BreakfastBy melodiussonnet (Team Breakfast Member)

Cereal Rating (out of 5):

This was my very favorite cereal and my Grandaddy's too. I bought it until they discontinued it. Never have tasted anything as good as it was. I also used the cereal for other neat additions to recipes,like meatloaf for example... I miss having the opportunity to choose it. As tasty as it truly was, you would think they would have at least made another type of cereal or nutritional bars with it. But I just wish we who had grown to enjoy it so much over all those years, would have been given the privilege to continue... we were loyal customers :)))) Kellogg's - why would you do that??

Comment submitted: 9/21/2014 (#17713)

By Lou G.

Cereal Rating (out of 5):

Best cereal I ever ate!

Comment submitted: 9/16/2014 (#17673)

By Provida

Cereal Rating (out of 5):

Kellogg's... Bring it back... watch how fast it will become your top seller.

Comment submitted: 9/12/2014 (#17654)

By gobigo

Cereal Rating (out of 5):

Yes! I have asked and asked about this cereal. None of my friends were familiar with it. Please bring it back. Please!

Comment submitted: 9/10/2014 (#17642)

Official Member: Team BreakfastBy oldguy (Team Breakfast Member)

Cereal Rating (out of 5):

Is it ever coming back? I'm getting old and would like to have some before I go. :)

Comment submitted: 9/4/2014 (#17620)

View all 374 comments for this cereal.

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