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 554 comments for this cereal.

By Harri

Cereal Rating (out of 5):

I LOVED this cereal as a child and as a young adult. I can still taste it. I miss it so much. PLEASE bring this product back!!

Comment submitted: 6/18/2019 (#24253)

By MrsCastle

Cereal Rating (out of 5):

I miss this cereal as well. It was my favorite growing up.

Comment submitted: 6/9/2019 (#24230)

By Time Is Now

Cereal Rating (out of 5):

When is Kellogg's going to re-release this... the best cereal they ever made? Help.

Comment submitted: 5/28/2019 (#24197)

By SallyMae

Cereal Rating (out of 5):

Concentrate was my favorite! I miss it, wish it would make a come back!

Comment submitted: 5/20/2019 (#24174)

Official Member: Team BreakfastBy Ladybug (Team Breakfast Member)

Cereal Rating (out of 5):

Concentrate is the only ONLY cereal I would ever eat growing up. And I don't eat any cereal now. Where did you go? Will you ever come back? Please come back. It was good for you and had a great flavor. WHY DID YOU LEAVE? I miss you so much. Surely there are other followers and misses out there. What would it take I freely volunteer my time to help bring it back. Please reconsider I really miss it. I would do free advertising, any kind of promotions necessary to get the word out. That will be my dying dream. One last bowl of Concentrate before I pass.

Comment submitted: 5/9/2019 (#24152)

By Girardeau

Cereal Rating (out of 5):

My all-time favorite cereal. Just thinking about it I can taste it. The cereal was hard to find in later years, not every store carried it. The last time I found it was in the Del Farm grocery store, Cape Girardeau, Mo., in early 1981.

Comment submitted: 4/21/2019 (#24110)

By Bookman

Cereal Rating (out of 5):

Great cereal! Tasty and nutritious.

Comment submitted: 3/26/2019 (#24048)

By Stephen

I don't know why it was so good, but I used to binge on it!

Comment submitted: 3/22/2019 (#24036)

By Riverside CA

Cereal Rating (out of 5):

I miss Concentrate. It was delicious.

Comment submitted: 3/15/2019 (#24021)

By Lease

Cereal Rating (out of 5):

Loved the Concentrate cereal & was introduced to it by my grandmother! Please bring it back! Lisa Sekula

Comment submitted: 3/12/2019 (#24015)

View all 554 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