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 540 comments for this cereal.

By Jacqui

Cereal Rating (out of 5):

My favorite of all time. I emailed them to see if they will ever bring it back.

Comment submitted: 2/7/2019 (#23926)

By trottersan

Cereal Rating (out of 5):

Concentrate was an awesome cereal. It came in a small box, and would be gone in a day or two! Then my two sisters and I would have to wait until the next weeks' shopping trip to get more. I really miss it!

Comment submitted: 2/6/2019 (#23922)

By Debba

Cereal Rating (out of 5):


Comment submitted: 1/29/2019 (#23897)

By T-Bone

Cereal Rating (out of 5):

By far my favorite, beyond compare! I still can taste that beautiful, unique flavor. Liked it so much I'm emailing Kellogg's right now to ask for its return. If everybody that loved this cereal does that, who knows?

Comment submitted: 1/13/2019 (#23849)

By cedarlane

Cereal Rating (out of 5):

Last found it at the Del Farm grocery store in Cape Girardeau, Missouri, in 1980 or '81. Over 35 years ago, and just the mention of the cereal and I can still taste it. Definitely would like to see it re-introduced!

Comment submitted: 12/30/2018 (#23796)

By Blissgirl2

Cereal Rating (out of 5):

My siblings and I LOVED Kellogg’s Concentrate! We would buy it again if it were only brought back to the market. It had a great nutty taste and was surprisingly filling.

Comment submitted: 12/27/2018 (#23787)

By lisa

Cereal Rating (out of 5):

I grew up eating that sweet little golden oat. To me nothing can compare, it is sorely missed.

Comment submitted: 12/21/2018 (#23777)

By R.S.K.

Cereal Rating (out of 5):

I'd pay twice as much for half the amount of any other cereal!

Comment submitted: 12/15/2018 (#23769)

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)

View all 540 comments for this cereal.

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