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 486 comments for this cereal.

By Sundari108

Cereal Rating (out of 5):

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

Comment submitted: 6/22/2017 (#21938)

By Laird

Cereal Rating (out of 5):

I was 13 years old when I ate my first spoonful. It was the best, non-sugar coated cereal. I was truly upset when Kellogg's no longer made Concentrate. How about bringing it back for a Jubilee debut!?!

Comment submitted: 6/18/2017 (#21916)

By Itchy

Cereal Rating (out of 5):

I used to eat the whole box, when It was available.

Comment submitted: 5/19/2017 (#21774)

By jehnny

Cereal Rating (out of 5):

I can only echo my fellow Concentrate devotees. It was delicious, nutritious and I could eat it by the box full!

Comment submitted: 5/18/2017 (#21772)

By blueyekat

Cereal Rating (out of 5):

Concentrate cereal was the BEST! I too wish it was back on the market. We had to buy several boxes at a time during our shopping trips. There is nothing even close to this available. It added a little treat/bulk to other foods, but eating it as cereal in the morning got my day going as a kid and an awesome night time snack. Such great memories of a great product.

Comment submitted: 5/11/2017 (#21750)

By Joe Fatala

Cereal Rating (out of 5):

My siblings and I devoured this cereal everyday until it was pulled in the 70's. My mom gave it to us as a snack as well as breakfast! Healthy choices!

Comment submitted: 4/22/2017 (#21660)

By NightWriter

Cereal Rating (out of 5):

Every once in awhile, I do an internet search, hoping someone would post the 'recipe' for Concentrate, like people have done for Orange Julius, etc. The big C was the cereal that got me through my undergrad years! I'd never had it until I went away to college in '66. The taste was wonderful and I didn't have to eat anything else until lunch at 1pm!

Comment submitted: 3/30/2017 (#21558)

By mrcomer

Cereal Rating (out of 5):

As a child, I would get a box of this for Christmas. It didn't take long to finish it off. Wish they would bring it back. I'd would probably buy by the case. Awesome!

Comment submitted: 3/17/2017 (#21510)

By Michelle

Cereal Rating (out of 5):

Bring it BACK!!

Comment submitted: 3/11/2017 (#21477)

By Lyd

Cereal Rating (out of 5):

As a youngster, my Pediatrician instructed my parents to feed this to me everyday after I was diagnosed with Juvenile Diabetes. My four (4) siblings and I were addicted to it! I was so sorry when they took it off the market. With all of the health conscious plans available now, I know it would be well received.

Comment submitted: 3/7/2017 (#21452)

View all 486 comments for this cereal.

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