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 572 comments for this cereal.

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)


Cereal Rating (out of 5):

I loved this cereal. I wish it could be brought back to store shelves. As of now, I wolf down Special K for my daily fix for wheat gluten!

Comment submitted: 2/29/2020 (#24938)

By tom

Cereal Rating (out of 5):

I loved it. Would eat it again, if it were on the market.

Comment submitted: 2/16/2020 (#24896)

By Elwood

Cereal Rating (out of 5):

Was truly a great cereal.

Comment submitted: 1/31/2020 (#24849)

By jds4u2

Cereal Rating (out of 5):

This was by far my favorite cereal growing up. I have two brothers which I had to fight off before it disappeared. In my opinion, Kellogg's would be pleasantly surprised by the popularity of Concentration if brought back to market.

Comment submitted: 12/1/2019 (#24693)

By Joey

Cereal Rating (out of 5):

I loved Concentrate when I was a kid. Had not thought about it in years until my brother remembered me eating it and reminded me. In this day of healthy eating why doesn't Kellogg's bring it back? I think it would be a hit!

Comment submitted: 11/2/2019 (#24647)


Cereal Rating (out of 5):

This was my favorite cereal growing up - it was the only one I would eat. I am still not a fan of cereal today, but would eat Concentrate if it was brought back.

Comment submitted: 10/13/2019 (#24599)

View all 572 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