New! Cereal Feature
Fortified with classic commercials, super pics and awesome info!

Breakfast Quiz
Quick Cereal Quiz
Michael Jordan holds the record for appearing the most times on which cereal box?


3 Point Pops



Cereal Home > Kellogg's > Concentrate
Share |


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

Upload an image for this cereal

Comments About This Cereal
What do you think of Concentrate?

Overall Average Rating = 5 (out of 5)

View all 385 comments for this cereal.

By The Gam

Cereal Rating (out of 5):

Helped me to lose 50 pounds and was totally delicious. Never found another cereal I liked.

Comment submitted: 12/10/2014 (#18176)

By Rob82

Cereal Rating (out of 5):

Such is my karma. Everything I love gets discontinued. I used to eat this as a kid. I miss it like an addict misses drugs. If they bring it back I will buy 100 boxes per year at a premium price.

Comment submitted: 12/8/2014 (#18151)

By Mikee

Cereal Rating (out of 5):

I still remember its fresh smell after pouring cold milk over it. Never found that smell anywhere else but it's memory still lingers.

Comment submitted: 12/8/2014 (#18138)

By Saanna

Cereal Rating (out of 5):

Wish they would bring this back. One of the best memories of my childhood.

Comment submitted: 12/6/2014 (#18116)

By R. Rock

Cereal Rating (out of 5):

I too would like this cereal brought back! I used to sprinkle Concentrate on my Graham Crackers... it kept a crunch in every bite. :)

Comment submitted: 11/25/2014 (#18069)

By aimeecakes

Cereal Rating (out of 5):

Kellogg's - please bring it back!!

Comment submitted: 11/16/2014 (#18029)

By P. Peterman

Cereal Rating (out of 5):

Please, please bring this cereal back! It was so yummy and highly nutritious which a lot of people are moving toward these days. Please bring it back!

Comment submitted: 11/15/2014 (#18025)

By Kat

Cereal Rating (out of 5):

Boy, was this cereal the very best. Have looked for it until I found out it was discontinued. That was a mistake.

Comment submitted: 11/9/2014 (#17996)

By sunfl2u

Cereal Rating (out of 5):

I grew up on this cereal and would not hesitate to buy it if they ever made it again. I really hope they bring it back. It would be a HUGE hit. A lot of people would go nuts!!! I really miss it. PLEASE BRING IT BACK.

Comment submitted: 11/4/2014 (#17970)

By L. Just L.

Cereal Rating (out of 5):

It's hard to believe this cereal was gone in the 70's. I remember eating it when I moved out on my own in the early 80's (at least I think it was the early 80's.) We need you to reproduce this cereal in these times with NON GMO ingredients! Thank you.

Comment submitted: 11/3/2014 (#17957)

View all 385 comments for this cereal.

Comment On Concentrate Cereal:

Enter Your Review or Comments Here:

Rate This Cereal:

Rotten Pretty Bad Okay Very Good Awesome
I Prefer Not To Rate This Cereal

Security Question:
Please type the name of the cereal below.

Please type the name of this cereal in the space to the right

Please enter the name of the cereal to the left:

Connect With Mr Breakfast   MrBreakfast at FaceBook   Mr Breakfast On Twitter   Mr Breakfast On Pinterest
Home | About | Contact | Breakfast Recipes | The Cereal Project | Site Index | Food Charities | Blog