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 479 comments for this cereal.

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)

By Stephie

Cereal Rating (out of 5):

It was such a treat to go to my Grandma's and eat Special K sprinkled with Concentrate cereal. Sometimes she'd let me just have a bowl of Concentrate cereal. It is really too bad they won't start making it again.

Comment submitted: 3/2/2017 (#21436)

By Geri

Cereal Rating (out of 5):

Best and most delicious cereal ever made by far! Miss it sooooo much!

Comment submitted: 2/26/2017 (#21419)

Official Member: Team BreakfastBy Deloris (Team Breakfast Member)

Cereal Rating (out of 5):

Yes, I agree with what everyone is saying. It was such a wonderful cereal. One of our daughters just tonight asked about it and remembered eating it and how good it was. And she was born in Jan 1966 so she was a young child! I was surprised that she remembered it but she said she loved it. Oh, how I wish they would/could bring it back. It was also good on ice cream!

Comment submitted: 2/15/2017 (#21391)

By yumyum28

Cereal Rating (out of 5):

My sisters and I used to love this cereal growing up. We would freak out if Kellogg's ever brought it back. It would be such a nice memory at a time like this to get a throwback to a happier time!

Comment submitted: 2/9/2017 (#21372)

By Roger-3

Cereal Rating (out of 5):

My memory tells me it was very similar to wheat germ.

Comment submitted: 2/6/2017 (#21357)

By captain krunchy

Cereal Rating (out of 5):

I used to eat this stuff at my grandmothers. When they discontinued it, she wrote them a letter. They told her it was gone, and sent a free case! I loved it! Too bad. I would buy it again!

Comment submitted: 1/26/2017 (#21303)

By Postman

Cereal Rating (out of 5):

@CallmeDory - I do not think the recipe for Concentrate is public knowledge. We will just have to keep begging Kellogg's to bring it back.

Comment submitted: 1/18/2017 (#21265)

View all 479 comments for this cereal.

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