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 437 comments for this cereal.

By DarylE

Cereal Rating (out of 5):

I, too, miss Kellogg's Concentrate Cereal. It had a great flavor I just loved!

Comment submitted: 1/29/2016 (#19911)

By S.J.

Cereal Rating (out of 5):

My brother loved Concentrate. He would eat several bowls of it on Saturday morning. He is 6 inches taller than anyone else in the family. We say it was because of the Concentrate cereal. Or maybe it was the extra milk.

Comment submitted: 1/27/2016 (#19905)

By Miller Girls

Cereal Rating (out of 5):

PLEASE Bring CONCENTRATE Back! There are so many things from yesteryear that seem to be coming back. Why not bring back a vintage cereal that can become a favorite for us many fans again and gain new fans as well?

Comment submitted: 1/26/2016 (#19903)

By Nancy K

Cereal Rating (out of 5):

I was a very fussy eater as a child. All I would eat was bologna sandwiches and Concentrate cereal. I so remember the taste and the texture. I wish it was back on the market.

Comment submitted: 1/24/2016 (#19889)

By Janet

Cereal Rating (out of 5):

I have been searching for a replacement since it went off the shelves. PLEASE bring it back! Love it, Love it, LOVE it!

Comment submitted: 12/21/2015 (#19771)

By C. Fan

Cereal Rating (out of 5):

I so miss this cereal! It was the best! Have never been able to find anything else like it. So flavorful! Tell Kellogg's to bring it back!

Comment submitted: 12/9/2015 (#19734)

By K.D.B.

Cereal Rating (out of 5):

After all these years people are still talking about this cereal... hmmmm, think they should really consider bringing it back! Loved it!

Comment submitted: 11/22/2015 (#19688)

By TeeMac

Cereal Rating (out of 5):

I grew up on this cereal... It was delicious... A little milk in it and PRESTO... Tasty mush!

Comment submitted: 11/20/2015 (#19684)

By Leeroy

Cereal Rating (out of 5):

I loved this cereal as a kid. Too bad that Kellogg's kept the dogfood tasting special K cereal and discontinued Concentrate just when I was really into it, back about (gasp) 40 years ago. I still want some!

Comment submitted: 11/12/2015 (#19656)

By ellen2

Cereal Rating (out of 5):

Absolutely the best cereal ever. Come on... bring it back!

Comment submitted: 11/10/2015 (#19649)

View all 437 comments for this cereal.

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