Kellogg’s Concentrate cereal was much-loved, but they still discontinued it

Vintage Kellogg's Concentrate cereal

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Kellogg’s Concentrate cereal debuted in 1959, and was introduced to the public with these text-heavy ads touting the nutritional benefits.

Despite not being colorful, sugary, and obviously targeted to kids, the comments we have received about the vintage cereal prove how much people loved the stuff!

Still, the cereal giant stopped making Concentrate decades ago. The last mention of it being for sale that we could find was from 1981.

A message about an important food (1959)

From Kellogg’s of Battle Creek

Perhaps W. K. Kellogg, the founder of our company, will always be best-known as the man who invented breakfast cereals. But, before he died, be had an even more remarkable idea for another kind of food… actually a new dimension in nutrition.

It was Mr. Kellogg’s conviction that the essential, life-giving nutrients of other foods could be combined with those of the grains so as to produce a new kind of food — an important food, concentrating vitamins, protein and minerals.

This idea, first taken into consideration in 1948, has now led to the development at Kellogg’s of a new ready-to-eat food which provides the greatest concentration of nutrients ever offered in a single all-purpose food. This new food is 40% high-quality protein, the kind you get in milk, meat and eggs, and it also contains eleven important vitamins and minerals.

Concentrate cereal from Kelloggs - 1959

Although high in the nutrients we need most, it is low in the things we ordinarily get plenty of, such as fats. In fact, it is so nutritious it might well be termed “diet insurance.”

By this, we mean that this new food can give wives and mothers a high degree of assurance that, whatever else the family eats during the day, everyone will get nutritive values from this food that are essential to active, vigorous good health.

This new food is nutritionally ideal for fortifying almost any other food in our diet. And in the form of crisp, tiny flakes, this is easy to do… whether you use it in meat and fish loaves or patties, waffles, etc… sprinkle it on casseroles, soups, salads, vegetables and desserts… or add it to many other favorite dishes.

By itself, it is by far the most nutritious cereal food you can pour into a bowl — extremely satisfying for breakfast or at any other time. Yet, with all this good nutrition, one ounce contains only 106 calories.

The flavor of this new product is quite delicious, too. Four out of five people who have tried it comment very favorably on its taste and crispness.

At the right is a chart showing the nutritional content of this new food. And because so much good nutrition is concentrated in it, we have chosen to call this newest Kellogg product simply Kellogg’s Concentrate.

Kellogg’s Concentrate is now at your grocery store. We hope that you will want to try it soon. We sincerely believe that you and your family will find many ways to enjoy it.

Kelloggs Concentrate Cereal 1959 1

The little gold box: Kellogg’s Concentrate cereal (1963)

How it helps you balance your diet every day without a single chart

— If you have been working too hard and not eating right —
— If you have been splurging at the table and want to get back to the simple essentials of good nourishment —
— If you are regulating your weight —
— If you are uncertain (and perhaps a bit uneasy) about the claims and counterclaims today regarding protein, cholesterol, fats, vitamins. and other controversial dietary issues —

Then you’ll want to know about a unique new kind of cereal food which helps you balance your diet every day without a single chart. Kellogg’s Concentrate — the greatest concentration of nutrients — vitamins, minerals, proteins — ever offered in a single all-purpose food.

The little gold box that helps you keep on the safe side of uncertainty. Here it is—front, back, and sides. You can read the whole story right on the box.

Kellogg's Concentrate cereal (1959-1965)

DON’T MISS: 70 popular vintage 1970s cereals we loved & we miss

New: Kellogg’s Concentrate (1959)

The greatest concentration of nutrients ever offered in a single all-purpose food. (The ready-to-serve nutrition “booster”)

New: Kellogg's Concentrate cereal (1959)


Max Shulman for Kellogg’s (1965)

(By the author of Doby Gillis, Rally Round the Flag, Boys, etc.)

You know what’s even harder than finding a name for a new baby? Here’s what: finding a name for a new breakfast cereal.

Take, for instance, what happened a few years ago in the boardroom of the Kellogg Company in Battle Creek, Michigan.

“Gentlemen,” said the chairman of the board to all the executives, “our laboratories have just perfected a new cereal which is 45% high-quality protein, 99% fat-free, and contains defatted wheat germ plus 10 vitamins and minerals. A one-ounce serving of this cereal — only one ounce, mark you — provides more nourishment than many a full meal.

“You can eat the cereal as it comes: you can sprinkle it on other cereals, or add it to casseroles, salads, desserts, or practically anything… Now, gentlemen, have called you here to help me think of a name for this new cereal. So concentrate!”

The executives furrowed their costly brows and pondered deeply, silently.

“Concentrate, gentlemen, concentrate,” urged the chairman of the beard as the minutes ticked by.

Then, all of a sudden, the chairman leaped to his feet. “Eureka! Eureka!” he cried. “That’s it!”

The executives all crowded around and pumped his hand. “You’ve done it again, Boss!” they cried. “What a name for a cereal — Kellogg’s Eureka!”

“No, no, no!” said the man crossly. “Kellogg’s Concentrate.”

And Kellogg’s Concentrate is what they called it. And you will find it in a little gold box at your grocer’s. And you will be glad you found it.

Concentrate cereal

The little gold box – Kellogg’s Concentrate Cereal from 1967

The little gold box - Kellogg's Concentrate Cereal from 1967

Remember these? See more than 40 of your favorite vintage breakfast cereals from the '60s

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Comments on this story

84 Responses

    1. That cereal saved my life. I was very scrawny and I’m healthy kid my mother bought the cereal. And I started eating it got healthy it really helped me. Wish they’d bring it back.

    2. I was a kid but I loved this cereal. My momma made the best pineapple dream cake with it and I looked for years for Concentrate. One of the biggest mistake Kellogg made was discontinuing it. They should give up the nasty wheat squares that taste like paper and bring back Concetrate.

  1. Yeah I remember this cereal very well. It was pretty tasty and in such a small box that it seemed unreal. It had a way of swelling up so much that it was equivalent to cereal from a larger box.

    Everybody liked this Special K stuff. So there must be a good reason why Kellogs does not bring it back. It probably has to do with whatever ghastly trick they pulled to get it to shrink and expand so much with just water (i.e. milk) Like maybe they added worm castings, mycorrhizae and water-obsorbing polymers. You have to know there was a lot less scrutiny of the crap they put into food in those days.

    1. Please I’ve looked for many YEARS for Concentrate I use to eat it when I was very young I’m 60 now and would love to have some I’m sure alot of other people if they seem this they would be saying please bring it back is there any place I can get any ? Looking forward to seeing it back in stores Kroger ? ❤️Tammy Julian

      1. I am also someone who misses Concentrate cereal , I’d buy it regularly if it was still available.
        Enjoyed ithe consistency and flavor when mixed in with milk. When I was a kid I’d ask my mom to purchase it as I preferred it to Roman meal.

  2. Absolutely loved concentrate with fresh cold delivered milk with cream…. such sweet childhood memories. Where did you go Concentrate

  3. Please bring Kellogg’s Concentrate back! Absolutely loved it growing up and fits right into the new high protein diets of today’s age.

  4. This is in my opinion the absolute best cereal ever made. I would love to see it produced again and would buy a lot of it. Kellogg’s please bring it back!

  5. Totally agree with all the comments. I dream about Concentrate. I would love to have it again before I die…

  6. I loved that cereal. My grandma would buy it & I’d eat it for breakfast every time I stayed over! Is there anyway or anything I can do to initiate Kellogg to consider producing Concentraye again???
    Please, consider it!! Do a trial run. I’ll buy plenty Concentrate Cereal. Come on…. Bring Concentrate Back!!!

  7. I grew up with this cereal and would LOVE to see it on the shelves so I could show and share this wonderful cereal with my son and friends. It is absolutely the BEST! Please bring Cencentrate back.

  8. My grandmother would sprinkle it on a bowl of ice cream and we thought it was the best stuff ever. Not til I was an adult did I learn it was wheat germ! Good memories

  9. I crave Concentrate. With 6 of us kids it was hard to keep it in the house. We all loved it!!! Please bring it back.

  10. Concentrate got me through prep school in the sixties. If it came back o would go back to eating cereal.

    1. I loved concentrate. I ate it at night as a snack while watching TV. I was very healthy. It was also very satisfying.

  11. I wish it would come back. I would buy it. I loved it as a kid. My grandparents gave it to us for breakfast when we stayed over.

  12. My two cousins and I were just talking about how much we loved Concentrate cereal! We all three vote for a return of this cereal! With so many people fans what’s the hold up?
    Perhaps Kellogg’s could give us a recipe to make our own if they aren’t going to rerelease it.

  13. So many good memories eating concentrate with my father, we loved the cereal. Bring it back, I bet it would sell really well.

  14. Please Kellogg’s bring it back Concentrate cereal. It saved my life as a child. That is all mt mother said I would eat.
    Can we start a go fund me page for Kellogg’s to start making Concentrate cereal again? What will it take?

  15. When I was pregnant, i craved it, it was the only thing I could eat through my morning sickness, now my daughter is 51 years old and I’m still craving it.(thank god I m not pregnant all this time). Bring it back!

  16. I never thought about sprinkling it on anything, just fill the entire bowl and just the right amount of milk and it was the best thing I ever ate. I’d buy it by the case if they ever brought it back.

  17. This cereal brings back SO many family memories. It’s sad to think that “we” are the last generation that will ever know what Kellogg’s Concentrate is all about. It will die with us. :( BRING IT Back!!

  18. Sitting in front of my TV watching a show that reminded me of my youth and with that memory came a thought of my aunt and shopping with her at the corner grocery store. She allowed me to push the cart as I followed her and she would ask if I desired anything. The only thing I always asked for was this particular cereal. It took me a while to recollect the name correctly but once I did the thought of my aunt, shopping, picking this off the shelf, getting it home and enjoying it were some of the best memories I have had in a long time. If only they would produce it and put it on the shelves once again.

  19. it was the best cereal ever I would buy three boxes a week for my husband and I for breakfast I don’t understand why you don’t bring it back everybody loved it.

  20. We were poor in those days. Empty cupboards poor. Run a garden hose from neighbors to get water poor. So, when cereals like Kellogg’s Concentrate showed up, somehow mom got some…. And my little starving taste buds & painful rickety bones instantly craved it!
    ..but seriously?!… 1/3 cup serving?!? 🤣🤣 More like a 1/3 of a box, with just enough milk or juice to eat it. I would choose Concentrate over the nasty welfare box Spam & Velveeta cheese, any day!!
    Funny but true: Later, when Life cereal came out, was the summer our small neighborhood was literally quarantined in our houses with Scarlet Fever, complete with a classically uniformed Public Health Nurse administering shots of penicillin, & yellow warning tags on front doors.
    We were all real poor, in the slums in Pasadena CA. So, when we kids started recuperating (kids got well faster than the adults)…there was literally no food…not even ingredients…in the kitchen. Even the fridge was unplugged to save off the electric bill.
    BUT…there was one.single.half-box.only. of Life Cereal…even at age 11, teetering from bed to kitchen, I recognized that as the veritable Commandment it was (having not eaten anything in several days)…& ate that dowsed with just enough water to chew it down (then there was a mad scramble to find someone who could get us food for the little ones).
    If there had been a box of Concentrate in there, it might have lasted all of about 2 minutes in our crowd of starving, recuperated children!

  21. Loved this cereal and ate it every day in high school. It would soak up milk and clump in a surprisingly satisfying spoon full.

  22. Concentrate was the only cereal that I would ever eat. The other cereals are all tasteless junk. I literally haven’t eaten a bowl of cereal since Concentrate was discontinued. It had the unique ability to make healthy ingredients actually taste good.

  23. Why do you torment us so, Battle Creek?

    Someone there must remember making Concentrate, must know the recipe, or someone that does? Fulfill your calling. Reward humanity with your power to make dreams come true. Fire up the mills, the mixing vats, and the delicacy producing ovens that graced creation with these flakes of pure gold.

    We demand to devour the forbidden crunch again, just as in days of old.

    Vive la Concentrate

  24. Have thought about this cereal many times in my life and decided today to look it up and see when it first came out. It was my favorite breakfast of all times in my youth, would love to see it brought back !!

  25. I loved this cereal so much. If it was so good for you why did they take it off the shelves. They have the worst cereal in the grocery stores now and they really need to bring back

  26. When I last bought it it was $5 per box. Kellogg’s said it was cost prohibitive to make. I don’t care! I’d pay a bundle for this stuff! Kellogg’s, please bring it back!

  27. PLEASEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE BRING THIS BACK, i was raised on it , can still taste it, i crave it, please bring it back

    1. I loved this cereal too. What a great taste and texture in your mouth! Best part of the morning was eating this!
      Bring it back PLEASE!!!

  28. Years ago, I wrote a letter to Kellogg’s headquarters suggesting they bring Concentrate back. They wrote back that it was not cost effective to bring it back. I now suggest that they decide what price to the public would make it cost effective. Then Kellogg’s should have an online poll asking a yes or no question: Would you be willing to pay $X.XX for a box weighing ?? ounces. Then Kellogg’s could take it from there.

  29. I loved this cereal. It was in a small box-you didn’t need very much – you did not need to add sugar -it kept me full all morning. Please bring back this cereal!!! There are obviously many of us that have done what I did – I went looking for it and came upon this site!!

  30. I still have two unopened boxes, price tagged 99 cents, expiration dates Sept ’79 & Apr 81. I re-find them every decade or so.

    Perhaps they can be reverse engineered! ;-)

  31. Easily the best tasting cereal ever made. I still remember wanting to have a bowl as soon as my parents brought home groceries and I spotted that gold foil box. Really unfortunate that it was discontinued. Must not have been enough profit margin for Kelloggs to continue making it!

  32. This was the best Cereal ever ! Unfortunately it’s good for you probably why it was discontinued.

  33. Why can’t Kellogg’s, who knows it has a strong following, bring it back for a special offer!

  34. Kellogg’s Concentrate is the BEST cereal that was ever made! Please, bring it back.. as others have already stated, I’d be glad to pay extra just to be able to enjoy this cereal again…

  35. I loved it as a kid and still think about it. In fact, i mentioned it the other day to a food sales person at my local Grocery store. He went crazy…said YEAH….the little gold box, right ? I said yes….and his face just lit up. It might not be their biggest seller….but Kellogg’s would make thousands of people over 50 very happy by offering it again.

  36. We the people over 50 would pay quite a bit of money to have this back. You could make a fortune because it is healthy & that is the only cereal I would eat. I would at least $10.00 for a box & probably buy out the store in case you stopped it again. Please bring it back even for a short time to see how well it sells. I live in AZ & would for free promote it.

  37. I am 57. I ate a ton of other Kellogg cereals and I do not know how I never remember eating this cereal. Was it like Grape Nuts….too nutty, too crunchy? I am still fond of my favs from King Vitamin, Apple Jacks, Cap’n Crunch, Sugar Smacks, Product 19, Rice Chex…….so many fond memories of Saturday morning cartoons and devouring yummy cereals…

  38. I loved this cereal as a kid. It was a staple in our home for years. I was hoping to find some limited distribution of it somewhere and buy 10 – or do – boxes online. Come on Kelloggs!

  39. It was truly the best! Nothing like it! We would even ask for it for Christmas. Come on Kelloggs people are paying big dollars for certified organic. Why would we pay for the best cereal the world has ever known.

  40. It was just defatted wheat germ with added vitamins and minerals. You can still buy defatted wheat germ! Try it! I just ordered some from Viobin to see if it’s the same. 4.99 a pound!

  41. Was just watching Jeff Goldblum on Jimmy Kimmel (s22e66, February 21, 2024) and Goldblum claimed Kelloggs Concentrate was his favorite cereal.

  42. I liked it sprinkled on sliced banana with milk and a little sugar, I agree they should bring it back.

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