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
click to enlarge

Montage Of Concentrate Ads

Submitter: Mr Breakfast
Uploaded: 9/9/2008

Additional details

1959 Ad For Concentrate Cereal
click to enlarge

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 474 comments for this cereal.

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)

By CallmeDory

Cereal Rating (out of 5):

Do you have a recipe for Concentrate? What it's made of? Can it be made at home?

Comment submitted: 1/14/2017 (#21254)

By Postman

Cereal Rating (out of 5):

Mr. Breakfast. I think sometimes the ones doing multiple votes are trying to hurt certain cereals. In other words, the voter who voted 30 times for Concentrate does not like Concentrate and is trying to purposely get them to be penalized. I have seen this with other cereals also. You probably have already figured this out. Thanks for the good work you do.

Comment submitted: 12/30/2016 (#21178)

By Memerelas

Cereal Rating (out of 5):

I can't understand why they won't bring back such a wonderful cereal. It was my all time favorite. I would love to be able to purchase it again. Please start a petition to do just that!

Comment submitted: 12/20/2016 (#21150)

By Tess in DE

Cereal Rating (out of 5):

Best cereal ever! I would love to have back in my daily life.

Comment submitted: 12/12/2016 (#21121)

By Rumba

Cereal Rating (out of 5):

I loved this cereal. It is the only cereal I could keep down when I was pregnant. Please bring it back to us.

Comment submitted: 11/26/2016 (#21074)

View all 474 comments for this cereal.

Comment On Concentrate Cereal:

Enter Your Review or Comments Here:

Rate This Cereal:

egg egg egg
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