Cereal Project > Kellogg's > Concentrate

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 567 comments for this cereal.


By tom

Cereal Rating (out of 5):

I loved it. Would eat it again, if it were on the market.

Comment submitted: 2/16/2020 (#24896)



By Elwood

Cereal Rating (out of 5):

Was truly a great cereal.

Comment submitted: 1/31/2020 (#24849)



By jds4u2

Cereal Rating (out of 5):

This was by far my favorite cereal growing up. I have two brothers which I had to fight off before it disappeared. In my opinion, Kellogg's would be pleasantly surprised by the popularity of Concentration if brought back to market.

Comment submitted: 12/1/2019 (#24693)



By Joey

Cereal Rating (out of 5):

I loved Concentrate when I was a kid. Had not thought about it in years until my brother remembered me eating it and reminded me. In this day of healthy eating why doesn't Kellogg's bring it back? I think it would be a hit!

Comment submitted: 11/2/2019 (#24647)



By TC

Cereal Rating (out of 5):

This was my favorite cereal growing up - it was the only one I would eat. I am still not a fan of cereal today, but would eat Concentrate if it was brought back.

Comment submitted: 10/13/2019 (#24599)



By Chrystyna

Cereal Rating (out of 5):

Please bring Concentrate back!

Comment submitted: 9/25/2019 (#24553)



By Lindesay

Cereal Rating (out of 5):

This was my favorite cereal as a kid even though my mom purchased it for herself. She would get upset when her children would eat it all! :-) I wish Kellogg's would bring it back!

Comment submitted: 9/20/2019 (#24528)



Official Member: Team BreakfastBy hotdoglover (Team Breakfast Member)

Cereal Rating (out of 5):

Please, please, please bring it back. I think it would have lots of buyers from the past as well as lots of newbies! It was the best! I'm always searching for something similar to it, with no luck.

Comment submitted: 9/14/2019 (#24504)



Official Member: Team BreakfastBy cubbyjo (Team Breakfast Member)

Cereal Rating (out of 5):

I would buy this in bulk if I could find it. I am 53 y/o. I ate this in the 1970s. It says it was discontinued in 1965 but that is not true being I was not born then. I have not liked any cereal as I liked Concentrate. Proof I am still looking for it 49 years later. Please bring it back.

Comment submitted: 9/4/2019 (#24469)



By Jackie

Cereal Rating (out of 5):

I too am longing for this cereal to come back! It was truly delicious and nutritious! Since it was taken from our grocery shelves, I've not liked any other cereal. I want it back! Please give it back to us! It was the best ever!

Comment submitted: 8/24/2019 (#24444)



View all 567 comments for this cereal.

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