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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 380 comments for this cereal.

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)

By starshine

Cereal Rating (out of 5):

I loved it! Still recall the flavor, would love to have it available today! So flavorful, crispy-crunchy without feeling tooth breaking cement hard. Hearty, not heavy, keeps you going & stays with you when many, many other typical cereals would be gone. Still love Carnation Instant Breakfast, now named Carnation Breakfast Essentials and have it everyday because it is still in the stores. HELLO! Bring it back!

Comment submitted: 10/25/2014 (#17906)

By One Of Seven

Cereal Rating (out of 5):

We grew up eating this cereal. There were 7 of us and we couldn't keep it in the house for more than a half an hour! We put it on ice cream as well as eating it as our favorite cereal ever! Bring it back! Kellogg's - if you value your customer base, why aren't you listening?

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)

View all 380 comments for this cereal.

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