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:"
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Title: Montage Of Concentrate Ads
Submitter: Mr Breakfast
Title: 1959 Ad For Concentrate Cereal
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Comments About This Cereal
What do you think of Concentrate?
Overall Average Rating = 5 (out of 5)
View all 331 comments for this cereal.
By Favorite Foods
I loved this cereal when I was a child. I remember exactly what it tasted like and would love to buy it again and again and again!
Comment submitted: 3/10/2014 (#16328)
Please, please bring this cereal back! In this new nutrition oriented society, it should do very well. Price point should not be a problem, since those of us who loved Concentrate as children are now willing and able to pay for it - whatever the price.
Comment submitted: 3/5/2014 (#16266)
I also ate Concentrate as a kid, and loved it. Why did Kellogg's quit producing it? Everyone I know really loved it. I read a comment by a Kellogg's employee on another blog, and he said that Special K basically replaces Concentrate, and to try that instead. Special K is "OK", but it doesn't have the same flavor as Concentrate did. I hope they bring it back. I looked for it on the shelf for a long time as an adult, hoping I could buy it for my kids (and myself!).
Comment submitted: 3/2/2014 (#16236)
I used to eat this when I was a kid and loved it! Can they bring it back!?
Comment submitted: 2/13/2014 (#16032)
By Matt J.
I would eat it every day as a kid. It was my favorite cereal of all time. Bring it back and I will buy several boxes at a time. Loved it better than any other cereal, including all the kid's cereals.
Comment submitted: 2/11/2014 (#16010)
After reading these comments, I am so glad that I wasn't the only one who yearns for the day that Kellogg's or any other company would bring back this product. Maybe it doesn't sell as fast as Frosted Flakes or Rice Krispies. But in these days of health foods and specialty stores like Whole Foods, it's hard for me to believe that Concentrate could not sell at a decent volume.
Comment submitted: 2/4/2014 (#15939)
Can a campaign get started to bring it back, even if for a limited time. I would stock up on it.
Comment submitted: 1/31/2014 (#15874)
By Justin (Team Breakfast Member)
Would love to see it back on the shelves. I would buy it every week. I loved it as a kid and I can still remember what it tasted like. Please bring it back to the shelves.
Comment submitted: 1/16/2014 (#15758)
Me too! This was the very best tasting cereal. I would spend 3 times the price of other cereals for a box of Concentrate. I rarely buy cereals now-days, but I'd buy all that's on the shelf if I saw Concentrate again. Love the stuff!
Comment submitted: 1/16/2014 (#15749)
I still dream of eating this cereal.
Comment submitted: 1/3/2014 (#15632)
View all 331 comments for this cereal.