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 501 comments for this cereal.

By Tiger

Cereal Rating (out of 5):

Please put Kellogg's Concentrate back in production and on every grocery store shelf as soon as possible :)

Comment submitted: 10/8/2017 (#22320)

By BigBowl

Cereal Rating (out of 5):

The best cereal ever made.

Comment submitted: 9/25/2017 (#22256)

By MossFan55

Cereal Rating (out of 5):

My brother and I LOVED Concentrate! That tiny box looked so elegant wrapped in shiny foil. I wish it was still available.

Comment submitted: 9/21/2017 (#22245)

By Superfluter

Cereal Rating (out of 5):

I have remembered this cereal for 50 years now and would be delighted to see its return. Please bring it back!

Comment submitted: 9/9/2017 (#22206)

By Shibi SF

Cereal Rating (out of 5):

I loved this cereal very much back in the day. I would LOVE to eat it again now! Please do bring it back.

Comment submitted: 9/5/2017 (#22199)

By K.J.

Cereal Rating (out of 5):

I have great memories of eating Concentrate. I miss that small box with the shiny gold packaging! Delicious! Bring it back, PLEASE!

Comment submitted: 9/1/2017 (#22191)

Official Member: Team BreakfastBy acappiello (Team Breakfast Member)

Cereal Rating (out of 5):

Please bring this cereal back. This was one of the most nutritious foods I ever ate as a child.

Comment submitted: 8/25/2017 (#22166)

By Sharon M.

Cereal Rating (out of 5):

This was the best cereal Kellogg's ever came out with. I remember eating it as a kid. Please bring it back!

Comment submitted: 8/24/2017 (#22165)

By Lee

Cereal Rating (out of 5):

Please, please, please bring it back. I still miss it after all these years and as an adult, I would not have to constantly fight about who gets it with my siblings. Lol.

Comment submitted: 8/22/2017 (#22161)

By T. Bell

Cereal Rating (out of 5):

God I have a craving for this stuff. It was awesome!

Comment submitted: 8/10/2017 (#22127)

View all 501 comments for this cereal.

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