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 549 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: 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)

By Little Mike

Cereal Rating (out of 5):

Our grandma introduced us to it but she wouldn't let us eat very much. Maybe we were too husky and it was too rich. Or maybe it was too expensive to waste on little kids. But we loved it. I've often wondered what was in it. What germ?

Comment submitted: 3/8/2019 (#24003)

By BevCal72

Cereal Rating (out of 5):

I loved this cereal. If I didn't want a bowl-full with milk, I would sprinkle it on a piece of toast with honey and cinnamon. I liked its flavor and crunch and would love to see it come back in organic and non-GMO style if possible.

Comment submitted: 3/4/2019 (#23989)

By Kim

Cereal Rating (out of 5):

The ONLY cereal I ate growing up. I was a very finicky eater and the dr suggested this cereal to my mom before he removed my tonsils to build up the iron in my blood. I was six and continued eating it into my twenties when Kellogg's quit making it! Loved the taste and still miss it.

Comment submitted: 2/28/2019 (#23981)

By Gman

Cereal Rating (out of 5):

Delicious and nutritious. As an occasional desert my mother would serve it with half and half cream. That was a succulent desert that I wish I could serve to family members now just because it's so delicious and full of nutrients.

Comment submitted: 2/26/2019 (#23976)

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)

View all 549 comments for this cereal.

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