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 532 comments for this cereal.

By Amy

Cereal Rating (out of 5):

I used to sprinkle over Cherrios. The best combo ever. I still think about it, and wish it would make a comeback. Maybe give it a catchier name?

Comment submitted: 11/21/2018 (#23717)

By Rexracer

Cereal Rating (out of 5):

I also always look for this in stores. The only down side to this cereal was there was only 2 bowls in a box. Bring it back, and use a bigger box!

Comment submitted: 11/17/2018 (#23710)

By Bob19

Cereal Rating (out of 5):

I would LOVE to see it back on the grocery shelves.

Comment submitted: 10/31/2018 (#23661)

By Santa2ndfl

Cereal Rating (out of 5):

Wish they would bring this cereal back.

Comment submitted: 10/25/2018 (#23648)

By Momfromaz

Cereal Rating (out of 5):

Best cereal in the world. Still miss it after all these years.

Comment submitted: 10/1/2018 (#23537)

By Postman

Cereal Rating (out of 5):

I thought the same thing Summergal. Not sure what it could be but it is holding them back from reintroducing the cereal. It is such a shame as this could be a big seller.

Comment submitted: 8/3/2018 (#23326)

By Summergal

Cereal Rating (out of 5):

I think they won't bring it back because they had something 'addictive' in it! (Probably not legal these days!!!). I still crave this cereal over 55 years later!! And I can't walk down a cereal aisle without looking for it. I would pay BIG BUCKS to buy some more. Who do I need to bribe? :-)

Comment submitted: 8/1/2018 (#23322)

By Don R.

Cereal Rating (out of 5):

Simply the greatest cereal ever. I used it as a nutritional supplement. Concentrate was delicious and, incredibly, 40% protein. Like others here, I would buy it by the case if it were available.

Comment submitted: 7/29/2018 (#23314)

By Trey B.

Cereal Rating (out of 5):

I've thought about this cereal many times over the years. I don't care about the size of the flakes or even the 'nutritive values'. It was the best tasting cereal ever. It would be a treat if someone could duplicate that great taste and bring it to market.

Comment submitted: 7/29/2018 (#23312)

By Lincoln

Cereal Rating (out of 5):

Concentrate Cereal was and still is my favorite cereal! I only wish you could still buy it.

Comment submitted: 6/16/2018 (#23151)

View all 532 comments for this cereal.

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