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 578 comments for this cereal.

By No Nickname

Cereal Rating (out of 5):

Comment under review by Mr Breakfast. Should appear within 24 hours.

Comment submitted: 10/2/2020 (#25544)

By Concentrate Fan

Cereal Rating (out of 5):

All Time Favorite! Needs to be brought back! Kellogg's - are you listening to the consumers?

Comment submitted: 8/24/2020 (#25442)

By Denise

Cereal Rating (out of 5):

I loved this cereal. It was my favorite. I would love to get it back. Please consider.

Comment submitted: 8/24/2020 (#25440)

By BullDog

Cereal Rating (out of 5):

I loved Concentrate cereal. I wish it was still on the market. I would buy it.

Comment submitted: 8/22/2020 (#25436)

By PastEmployee77

Cereal Rating (out of 5):

I worked at Kellogg's in the Late 70's, this was also my favorite cereal. Loved to sprinkle Concentrate over ice cream. The line to produce this cereal was unique to Kellogg's Battle Creek plant, and the line only ran for a few weeks or months a year. It broke down often so it didn't surprise me when they discontinued production.

Comment submitted: 8/18/2020 (#25429)

By DonInKS

Cereal Rating (out of 5):

This was my all time favorite cereal too. My mom would give it to me in a tiny custard cup and I would savor each little crumb. It was so good!

Comment submitted: 8/13/2020 (#25412)

By bh

Cereal Rating (out of 5):

I have boycotted Kellogg's since they stopped making Concentrate. I suggest everyone that visits this site do the same until they reintroduce it!

Comment submitted: 7/3/2020 (#25334)

By Beth

Cereal Rating (out of 5):

Loved this cereal so much. I wish they would bring it back.

Comment submitted: 6/2/2020 (#25239)

By janie

Cereal Rating (out of 5):

Miss it. Wish there was something similar or they would bring it back!

Comment submitted: 3/18/2020 (#24993)

By julilu

Cereal Rating (out of 5):

Maybe it's the nostalgia, but this was our absolute favorite cereal growing up. I would love to try it again if they would bring it back!

Comment submitted: 3/6/2020 (#24967)

View all 578 comments for this cereal.

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