Food of the Seventies, Concentrate Cereal

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The box was small and foil wrapped. The cereal was tiny flakes that got chewey in milk. I'm still hoping it will make a comeback since it was healthy and sugar free!
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User Stories and Comments

The following are comments left about Concentrate Cereal from site visitors such as yourself. They are not spell checked or reviewed for accuracy.

Sandy from Hawaii - February 22, 2008 - Report this comment
I remember Concentrate Cereal. I LOVED it! Still in my adult life I hoped for a comeback myself. There is no cereal on the market like it and I truly miss it. Nothing comes even close to the flavor it had or the distinct wrapping. By the way, anyone know which company made it?
debbi - April 04, 2008 - Report this comment
Concentrate was made by Kellogs. I LOVED that stuff. I sure wish they'd bring it back!
Mary from California - May 11, 2008 - Report this comment
I keep looking every time I go grocery shopping, hoping it will come back.
Jacquie - June 04, 2008 - Report this comment
Sooooo good.....I miss it so much!!!
Victoria - July 17, 2008 - Report this comment
I sure wish this cereal would come back, too. When I was young Mom had an awful time getting me to eat breakfast. I hated it. The only thing I lied and was actually nutricious was this wonderful cereal. Please Kellogg's take head!!! We loved it then. We'd buy it for sure now.
mona - July 20, 2008 - Report this comment
Kellogg's, PLEASE bring this cereal back. It's the best one you've EVER had!!!!!!!!!!
MP - July 26, 2008 - Report this comment
Best thing about this cereal? If you poured seltzer over it (or any soda), it EXPLODED. Hilarious!
Alvin from Puerto Rico - September 01, 2008 - Report this comment
I grew up with Concentrate! A box will last only two days. I would take a 12 oz glass and fill it up to the middle, add sugar and milk and I was in heaven. I wonder why Kellogs took it out of the market. Darn!
Kenny - September 07, 2008 - Report this comment
I loved this stuff also-what were they thinking???!!!! Wake up Kelloggs and smell the coffee-it goes great with Concentrate cereal!!!!!
Lee - - September 07, 2008 - Report this comment
I want my Concentrate even though you had no extra milk to play with. My mom and I would always have a bowl together and suddenly there was no more concentrate and mom has been gone for 10 years. Bring the cereal bacl..please
Midwest PDX - October 07, 2008 - Report this comment
Does anyone know if Kelloggs has released the recipe for Concentrate? I think they took it off the market because it was simply too expensive to make. I seem to remember it pricing out for over $4.00/box in the late 70's however... it was so good that it would definitely be worth making at home as a treat. If they(Kelloggs's) won't make it again maybe they'll let us make it for ourselves!
john55121 - October 25, 2008 - Report this comment
I thought I was the only one that loved the cereal. I do remember it being expensive.
marylou22 - October 29, 2008 - Report this comment
I loved Kelloggs Concentrate. I would buy it every week, but my little sister would get down to breakfast first and eat my cereal!!! i would get so mad at her and my mom would say "if it's in this house, it's for everyone" of course I had 7 brothers and sisters...
Pauline - October 31, 2008 - Report this comment
I, too had 7 siblings to share with. Concentrate was my all time favorite cereal growing up in Hawaii. When I get desperate for my favorite cereal, I take my Kellogs corn flakes, smash it with the back of my spoon so that it breaks into small flakes (like the Concentrate Cereal), sprinkle some sugar on it, pour milk over it and enjoy it like I did when I was 10! That's the closest I can get to having my all time favorite cereal.
Christie - November 01, 2008 - Report this comment
It was my favorite cereal of all time!! It was just so unique...milk, sugar and oh, my, the way it chewed. I absolutely loved it. Each time a new store opens in my area, I look for it. After all these years, I am still looking for it. I can't believe in this day and age of "healthy" foods, Kellogg's hasn't brought it back. Small gold and white box with a big C...I loved it.
Mary - November 19, 2008 - Report this comment
This is so fun/funny to read since I see I'm not alone when I crave this cereal. The reason I loved it was because I was allowed to put sugar on it and the mix of sugar and concentrate at the end of the bowl was yummy.
Craig - November 23, 2008 - Report this comment
Hey fellow Concentrate lovers - does this ring a bell ?! I can recall so easily, sitting at our breakfast bar eating this & reading the box more than once in those early years !
Pete - November 25, 2008 - Report this comment
I first had Concentrate at Grams house 40 years ago. We would take a trip from CT. to ME. to visit my Grandmother every year, and the best part of the whole trip was Concentrate for breakfast !!! I would love to see it on the shelves again.
Elaine - December 06, 2008 - Report this comment
We purchased it by the case at a wholesale food store. My kids just loved it. We keep hoping they will bring it back so our Grandkids can have the experience of tasting a really great cereal, instead of all of these sugar coated pieces of cardboard. PLEASE BRING THEM BACK!
Luanne - December 07, 2008 - Report this comment
My mom is 86 and I am 47. We started talking today about Concentrate Cereal and how good it was. While us kids were eating Apple jacks mom kept a box of conentrate for her adult breakfast. The box was so little but this was a very filling I sneaked it a few times!!! I can almost taste it!!! Please bring it back!!
Shanna - December 08, 2008 - Report this comment
I'm amazed that there are so many that remember this cereal and still in love with it and craving it even now. I would love for Kellogg's to bring our cereal back!
roy in south carolina - December 08, 2008 - Report this comment
i'm 52 and WAS hoping that it was available somewhere..
GREG - December 12, 2008 - Report this comment
cb - December 17, 2008 - Report this comment
I loved it and would pay extra also
bb - January 05, 2009 - Report this comment
I was telling my kids about how much I loved Concentrate cereal while eating dinner tonight. I think they thought I was crazy!
Leigh - January 12, 2009 - Report this comment
Oh my GOD, I'm so excited I found this site. I have been thinking about that cereal so much lately. Craving it. I loved it when I was a kid. I'm pregnant with my second child and it's like my body is craving it. Oh! If it would only come out again.
Celeste - January 15, 2009 - Report this comment
My Dad would buy it, and I would sneak in the kitchen and eat it till I would almost get sick, I couldn't get enough. I grew up on Concentrate, it was always my favorite, that cute little Gold box with the Big C, I can almost taste it, I know it's "just a cereal" but I have honestly thought about it so very often, in fact I probably think of it every time I walk down the cereal isle! I've missed it for years. If I like it I buy it...I don't care if it's higher than the others....Sure wish I could taste it again. I don't understand why it can't be brought back...C'mon Kelloggs, give it another try!!!!!
Debbie - January 15, 2009 - Report this comment
I loved this cereal as well. It was nutritious and had a great taste. I'll never know why Kellogg's took it off the market. It was a BIG seller for them. Please bring it back!
Hank Ray - January 24, 2009 - Report this comment
Quisp and Concentrate were my favotites
Nita - January 26, 2009 - Report this comment
Has anyone ever started a write-in campaign to Kellogs? None of my friends remember this cereal. They think I'm making it up.
s.mcfarland - January 31, 2009 - Report this comment
My brother and I ate Concentrate growing up and to this day (40 years later) I sometimes crave the taste that I cannot match. We ate the cereal in little fruit bowls and one small bowl would completely fill you up. I think it was actually to be sprinkled on other cereal but we ate it alone. I beg you to bring this back!
fiasco - January 31, 2009 - Report this comment
i am 47 and grew up with this cereal. I don't eat cereal now, but i would eat this. There is no way to describe the taste unless you had it. I REALLY miss it.
buckoty - February 03, 2009 - Report this comment
we used this cereal as a weightlifting diet boost stuff, and loved really should make a come-back.With a bigger box too.Let's notify Kelloggs!
rboeh56 - February 06, 2009 - Report this comment
I'm 52 and I used to eat Concentrate with my Grandmother in the morning before school. My kids think I'm making it up when I tell them how good it was. I also wish they would bring it back. I check the store regularly.
Jill - February 08, 2009 - Report this comment
I just sent Kellogg's a message with a link to this page. Maybe if we keep letting them know that there are people out there who want Concentrate back, they may hear us. Let Kellogg's know you want Concentrate back, too!! Yum!!!
Paula - February 11, 2009 - Report this comment
I am 51 years old and think about this cereal so often that today I had to google Concentrate Cereal and can't believe that their are so many of us that want it to make a come-back. My mom would buy the cereal and talk about how expensive it was and my brother and I would finish it off in two days, so my mom made us pay for it, and we did with our allowance. Bring is back Kellogg's!
Kathy - February 14, 2009 - Report this comment
I am 51 years old and still searching for this cereal. Though expensive, my mother bought it for me often. Luckily my siblings never discovered it's additive flavor, so I only had to share it with my mom! I've tried for years to find a similar flavor in other cereals, but nothing comes even close. Please, bring it back Kellogg's!!
debbie - February 17, 2009 - Report this comment
I grew up with that cereal and been looking for it for a long time. IT'S THE BEST ceral that i've eaten. Kellogs need to bring it back
Sue - February 22, 2009 - Report this comment
It's so cool to see that I am not alone in my Concentrate cravings! I also miss the cereal and think about it all the time. It's frustrating because my husband just doesn't understand why I talk about it... but he's never eaten it.
neill - February 24, 2009 - Report this comment
oh man...this stuff was the greatest...i would take it over the sweet stuff every time. time to bring it back kellogs!
Lindsay - March 01, 2009 - Report this comment
my grandfather had to hide it or put it up high in the cabinet so me and my brother would eat a whole box in one sittin
Kimberly - March 03, 2009 - Report this comment
I cannot believe there are so many of us who loved Concentrate! None of my friends remember it and think I'mm crazy! I also loved it on vanilla ice cream!!!!!
Thomas Townsend - March 04, 2009 - Report this comment
I loved it too and looked for it for years before realizing that it was no longer made. I'd buy by the case at it's return. I can still close my eyes and taste it.
Holly - March 08, 2009 - Report this comment
It's nice to know I'm not alone looking for and craving this cereal. My husband thinks I'm crazy, but he's never had it, or he'd be craving it too!!! He's recently lost a lot of wt and eats extremely healthy now, and this would be great for him!
Lynne - March 11, 2009 - Report this comment
I was trying to describe to my friends about how great this cereal was and decided to Goolge it and I, too, am amazed at how many people also are looking for it. It is my all-time favorite cereal and nothing compares to it - NOTHING! Please Kellogg's -bring it back!!!!!
Lawrence - March 12, 2009 - Report this comment
I LOVED this cereal. I would eat 1/2 a box at a sitting, but it had to be made just right: 2% Milk poured to just cover the small flakes and allow the milk to warm up to room temperature. This process made it taste nuttier, but you couldn't leave it too long or it would turn to mush. I want some NOW!
Barbara - March 16, 2009 - Report this comment
Yes, I remember eating this in the late 60s. It was expensive, so we used it as a cereal topping, like wheat germ. Heaven was an occasional 6 oz bowl of Concentrate and milk! The texture as well as the taste was very pleasing. I'd really like to see this come back!
Jen - March 23, 2009 - Report this comment
Another fan. Concentrate was the best! A great snack after swim practice! Was thinking about and hence found my way to this site!
mary ann - March 31, 2009 - Report this comment
I still crave this cereal all the time. I remember eating it as a kid at night as a bedtime snack. Would love to see it in the stores again. I'm so glad I'm not alone!
mary ann - March 31, 2009 - Report this comment
We used to call it "Little Cereal" :)
ANN - April 09, 2009 - Report this comment
Hubbard - April 13, 2009 - Report this comment
I was just asking my mother what the name was this Easer. When I traveled to my Granny's when I was little I used to eat it all the time - I loved it! Was just on the Web seeing if I could find it again. Would love to see it come back!
Chloe Emily - April 18, 2009 - Report this comment
I *loved* this cereal as a child and have been looking for it / hoping it would make a comeback ever since. (I'm 52) I have wonderful memories of sitting down to the breakfast table with my dad and each of us having a bowl. It was expensive cereal and went quickly, but I'd buy it again in a heartbeat!
susan - April 21, 2009 - Report this comment
I just mentioned this cereal the other night to my younger brother and his girlfriend...they don't remember it but my sister and I loved it!!!!! I can't believe this many people have the same memories of it! Gotta love technology!
Denise - April 24, 2009 - Report this comment
WOW...all of these Concentrate lovers...I, like so many of you thought I was the only kid who loved it. It was amazing...just seeing a picture of the box with the gold foil brings back great memories. My Uncle would buy it by the case from the army PX. To this day, one of my favorite foods is cereal-although all pale in comparison to my beloved...OUR beloved Concentrate! Kelloggs, BRING IT BACK! : )
Glenn Hallett - May 02, 2009 - Report this comment
This is AMAZING! I knew I thought it was 'the elixir of the Gods' but who knew there were so many others! I concur--I can still taste it!! I always look fot it in the cereal isle & believe it was taken off because of production costs : (
Eric Beutter - May 19, 2009 - Report this comment
When I was young we kids used to put just enough milk over the cereal to make it wet and dense and add way too much sugar and carve away at it with a spoon. When it was gone we'd do it all over again! We couldn't get enough. I still remember the chewiness and the nutty flavor -- hard to describe but not hard to eat!! I'll bet it would be a great ingredient in a loaf of homemade bread. Bring it back Kellogg's!
lynn - May 22, 2009 - Report this comment
I, too, have wished to find Kellogg's Concentrate again. think I'll write Vermont Country Store because they find or replicate out of production items. I wouldn't touch milk as a kid (and still won't) so I ate Concentrate straight out of the box through the little aluminum pour spout. I remember it being expensive but, for some reason, the number 50 sticks in my mind, as in maybe 50 cents. I'm certain I ate it before 1960 and purchased it in the mid 1960's when I lived on my own.
Michael - May 24, 2009 - Report this comment
I fondly remember eating Concentrate cereal compulsively in 1969 and totally loving the texture and nutty/grainy taste. I was heart broken when we could no longer get it! I still crave this stuff, an that's why I made it to this site. Brings back nice memories! BRING IT BAAAAAACK ----PLEEEEEEEEASE!!!!!!!!!
Chlora - May 28, 2009 - Report this comment
I LOVED this cereal. I would use it on Life and then all alone. It was the best!!!! I wish they would make it again. I too would pay whatever they wanted.
Diane - June 08, 2009 - Report this comment
I'm 48 and absolutely LOVED Concentrate Cereal...PLEASE bring it back,Kelloggs!! PLEASE!! You'll make MANY people VERY happy!!And that's just what we need!!!
Ron - June 09, 2009 - Report this comment
I'm so happy to find this site. I thought I was the only one that remembered this fantastic breakfast cereal. I too, check the shelves at my Kroger every couple of weeks thinking it will finally be there and nothing :( Surely there is a recipe out there somewhere that could replace it. Please Pleaes..
steve - June 22, 2009 - Report this comment
probably the greatest cereal ever!! it wont be back cause it would probably be 6 bucks a box and it was a very dense product in a small box..people would feel ripped off unless it was in a box the size of a tv! great stuff...i do miss it!
mrsjam13 - June 23, 2009 - Report this comment
I can remember eating this cereal as a kid..My mother used to prctically ration it because we would have eaten a box a day if given the chance. This was and still is THE BEST CEREAL EVER.I wouldn't care if it was 15.00 a box i would pay it gladly
Don - July 08, 2009 - Report this comment
I miss THE BEST CEREAL EVER bring it back! email Kellogg let them know you want it back. vote on breakfast web sites. here is one.
PA Mom - July 10, 2009 - Report this comment
Best stuff ever - a bowl would really fill you up and get you through a morning. Concentrate indeed! Looking at the ages of all my fellow boomers here you'd think that Kellogg's would cater a bit more to our demographic...;-)
Arlynn - July 11, 2009 - Report this comment
Kellogg's Concentrate was the best. I lived on the stuff when I was a kid. I'm 57 and still remember that gold box with the big red C. Why did they discontinue it?
Chris - July 18, 2009 - Report this comment
I remember eating this as a child. It was without a doubt the absolute best cereal I ever had. Don't recall when it stopped being just disappeared out of my life. I have craved that stuff for 45+ years. Oh what I'd give for a bowl of Concentrate. Please bring it back!
Scott - August 02, 2009 - Report this comment
Sorry, guys, it's all my fault! Anything I love to eat, they stop making. Concentrate was THE best cereal ever made. Seeing the little gold foil box with the big red C on the grocery shelf when I was a kid was nothing short of magic every time. I wish I could see it again...
Dawn-IN - August 04, 2009 - Report this comment
My brother and I loved this cereal!! I was looking to see if they still made to surprise my brother! My Mom would hide the box way back in the cabinet so we couldn't find it. She saved it for herself! Bring it back Kellog's!
Rob S - August 09, 2009 - Report this comment
As a child, I'm 54 now, I always remember grabbing that golden box of Concentrate from the kitchen cupboard every morning, in fact as often I could...delicious. I especially enjoyed traveling to grandmothers, she would put half and half, and sometimes cream, in my cereal. Just don't let the stuff dry in the bowl, it becomes harder than 5000 psi concrete. Bring it back!...satisfy us old junkies and start a new gerneration!
Don-Ca - August 09, 2009 - Report this comment
I cant believe i found this.I think about this cereal weekly,I like most cereals but would trade them all for concentrate,Please bring it back or something close.
Donovan T - August 10, 2009 - Report this comment
It has to have been more than 25 years since I have had a box of this cereal but I still think about it regularly! I grew up in a small TX town and we got it at the local independent grocery store. It was the best - totally! Bring it back!!
Ken R - August 16, 2009 - Report this comment
This is one of the only tastes I can remember vividly. It was the BEST.
Connie - August 16, 2009 - Report this comment
I loved it too ... and look for it at the grocery every time. It was our favorite. Please bring it back!
threeoutside - August 20, 2009 - Report this comment
This is really funny - I was looking at Nostalgic Win (tab on the same page as ICanHazCheeseburger) yesterday and thought I should find a picture of the Concentrate box - and found this page! Kellogg's: Bring back Concentrate! I, too, would buy it by the case!
threeoutside, again - August 20, 2009 - Report this comment
I just sent Concentrate to Nostalgic Win. They may put it on their voting page - keep an eye out and vote for it!
Carol - August 22, 2009 - Report this comment
Think about it alot in the am when Im pouring the only cereal I can tolerate,,,,Fibre 1. Nothing has ever come close to concentrate. Extinction must have been because of the market saturation of sugar infused cardboard flakes that got Americas youth 'addicted'. I too would buy by the case :)
jeany - August 23, 2009 - Report this comment
please bring cocentrate back it was the best, we used it on ice cream and with milk
tina - August 25, 2009 - Report this comment
Concentrate lovers unite! I'm so glad to see that I'm not the only one who misses this cerealy. I would definitely pay the price if it were brought back. - August 29, 2009 - Report this comment
Kelloggs Concentrate YES that precious little golden box packed with that special flavor!! Yum Yum Yummity! It was my favorite cereal! I wish they would bring it back! Maybe if we start a petition we could get them to make it again. I know the address! If any of you are interested just email me at and I will start one and add your names to the petition. I will report back in a week (today is 8-28-2009)Spread the word maybe with a couple thousand names they will consider it! that would sure make our taste buds H A P P Y!!! - September 03, 2009 - Report this comment
I loved Concentrate cereal! I want it back so bad. What I loved about the box was that metal opening to pour it out. It was the best tasting cereal ever! and healthy! Kelloggs, please bring it back for another try.
William of Urbana - September 12, 2009 - Report this comment
I stopped eating breakfast when they discontinued Concentrate. Kellogg's, have you noticed that people 30 years later are Googling this product and making comments everywhere? Charge what you have to charge and we'll buy it.
B in CA - September 20, 2009 - Report this comment
It was the best-tasting, worst-looking cereal ever--my childhood favorite. I even knew a guy in college who brought it with him all the way from Chicago because he liked it so much.
John C - October 01, 2009 - Report this comment
Whip and Chill and Kelloggs Concentrate. I found where to get one, but the other craving is gnawing at me big time! I called Kelloggs and the young gal I talked to had never heard of it. What a treat to see others recall this cereal too, and what a treat it would be if Kelloggs would bring it back!
Laurie - October 13, 2009 - Report this comment
A coworker and I were discussing how much we both loved this cereal when we were growing up! We wish Kellog's would bring it back. We would buy mass quantities!
Jack D. - October 15, 2009 - Report this comment
I LOVE CONCENTRATE! Please bring it back. Bring it back, bring it back, bring it back, bring it back, bring it back, bring it back, bring it back...............................................................................................
bjs - October 17, 2009 - Report this comment
I loved it soooo much I'd buy cases of it if they brought it back even for a short time. What were they thinking when they discontinued it? Come on Kellogs it was the one product of yours I bought mostly (or Mom used to)
Monica in So Cal - October 21, 2009 - Report this comment
I was a cereal maniac growing up as a kid in the 70's and I made sure to try every kind of cereal at least once. I think that's why I started eating Concentrate and ended up thoroughly besotted. It's comforting to know that I'm not the only one wandering the cereal aisle mourning plantively for that beloved little gold box. At the very least, Kellogg's should search out the old recipe in their archives and make it available to those of us who'll try to do something with it. I've always wondered what the ingredients were that made it so addictive because I've yet to come across another food that even comes close to that unforgettable taste.
Diana - October 22, 2009 - Report this comment
We were always in a hurry on school mornings and my Mom knew that CONCENTRATE was full of nutrients. It had a taste like no other and I'd love to have some right now. It WAS addictive...who knows what was in it!!
Anna - October 28, 2009 - Report this comment
Ok, I never heard of this cereal, just stumbled across an ad for it in an old magazine and got curious. After reading everyone's comments, I thought I'd make a suggestion. If you really want it back you might try The Vermont Country Store. They sell a lot of long-gone things and I have no idea how they manage to do it, but I love them for it! There's a Suggest a Product page at the bottom of the homepage of their site. Good luck!
Sari - November 06, 2009 - Report this comment
I was a very picky eater as a kid and the only cereal my Mom could get me to eat was Big C Concentrate by Kelloggs. I didn't know it at the time but it was Kelloggs brand of a "Healthy" alternative. I just knew I loved it and would eat nothing else for breakfast. I called it Big CC. As I got older the only place she could find it was at Ralph's. Then she heard they discontinued it. Please Kelloggs BRING IT BACK!!
Roseanne - November 08, 2009 - Report this comment
I loved Concentrate cereal! I spent a lot of time at my Grandmother's and it was the only cereal she ever bought. I wish Kelloggs would bring it back because I have lots of fond memories associated with it.
Bonnie - November 09, 2009 - Report this comment
I am 49 and we LOVED Concentrate at our house...I can still taste it today!! I think that Kelloggs should bring it back!! It would sell....come on Kelloggs...make us happy!!
Larry - November 19, 2009 - Report this comment
I always look for it. It was the greatest and worth every penny. BRING IT BACK!!!
Pat - November 22, 2009 - Report this comment
This was the best cereal, nothing else like it. The only cereal that comes close, not very but close is Wheetabix..once you leave the milk on Wheetabix and it gets a little soggy, you can get that slight Concentrate test, try it
Mike - November 23, 2009 - Report this comment
I loved the cold and fresh smell after milk was poured over it. Unforgetable
Jacqueline - November 30, 2009 - Report this comment
Concentrate would SELL!!!! Best thing Kellogg's could do is BRING IT BACK! I've been missing it for years and would love to turn my own kids onto it
frank - December 04, 2009 - Report this comment
I only hope Kelloggs gets the message and begins producing it !!!!
Dave in Nashville - December 11, 2009 - Report this comment
I used to eat it dry every morning at the dorm dining hall in college. I've been looking hopefully in the cereal aisle for years. Please bring it back!
Bobbie - December 12, 2009 - Report this comment
I loved this cereal, it was the best ever!!! My kids think I'm crazy and live in the past, but they just don't know how good this cereal is!! Gotta love the '70's!! Kelloggs please bring it back!!!
Jackie - December 17, 2009 - Report this comment
I LOVED this cereal and have never forgotten it. I even wrote to Kellogg's to bring it back. It was sooooo good. Maybe if enough of us write they will bring it back. Here is the link to write to Kellogg's.
Jock deBoer, AIA - December 28, 2009 - Report this comment
Too bad Kelloggs never seems to get the message. My entire family would buy it. Great stuff and I am not much for heathy cereal.
Cassity - December 28, 2009 - Report this comment
Concentrate dry cereal was a special treat and soooooo satisfing as a snack,or quick morning start for the day. I used to hide the little gold foil box behind the other cereal since it was more expensive and I did not want the kids to divore it when I could pleasure my taste buds after they had gone to school. Why,Oh Why,did Kellogg drop it from the line of cereals? Was it too good and healthy when they could make more money off the "fillers full of sugar"? At this point in time it would be perfect to try and bring it back when everyone is paying for the healthy foods without the added sugars. Come on Kellogg,resurect an old time,short lived favorite and see what would happen.
Julie - January 02, 2010 - Report this comment
I miss this cereal soooo much. I looked for it for years. I just ate some oatmeal and was pining away for some Kellog's Concentrate. I used to occasionally mix it with vanilla yogurt. Mmmmmmm.
Diane - January 10, 2010 - Report this comment
Add my name to the long list of CONCENTRATE DEVOTEES! My mom had to ration the cereal because I loved it so much as a child. I could have one bowl per day; this was circa 1960s. After I was grown, I bought it until it was no longer on the grocery shelves!! My grown daughter sent me this link because I have talked about this great cereal all her life, but she has never had any, as she is only 25 years old. I am now 56 years old and would buy it for the rest of my life if they ever returned to the market!! CAN SOMEONE PLEASE GET KELLOGG'S TO READ THESE COMMENTS AND CONSIDER A "COMEBACK"?? IT WOULD BE A HUGE SUCCESS. Thanks for all the fun comments and memories above. Sincerely yours, Diane
Bill - January 15, 2010 - Report this comment
Let me add my 2 cents and say I would pay $20.00 for a box of Concentrate. I ate it soaked in milk just enough to make a paste. It was great, and I think about it all the time. Kelloggs - Do yourself a favor, and bring this back. Pleeeease! Pleease! Pleeeeeeeaaase! oh please! I do wonder how healthy it really was? It tasted too good to be healthy. If you had a choice between chocolate or Concentrate - which would you pick. CONCENTRATE of course!!!!
Bob Stanley - January 19, 2010 - Report this comment
Concentrate was my favorite cereal as I grew up, and remains my favorite cereal of all time. The completely unique texture, subtle taste with sugar and milk... and good for you! I was so disappointed when my home town store stopped stocking it. Even after I moved away for college I would check back at that store when in town to see if they had it. Kellogg's -- please bring back Concentrate!! Bob Stanley
Robin - January 24, 2010 - Report this comment
I just found this site!!! one remembers this delicious cereal except my siblings. I'm 50 yrs old and think about Concentrate whenever I go down the cereal aisle..but sadly it's never there!! I too would pay at least $20.00 for a box!! Please bring it back!!!!! Best to all fellow Concentrate lovers!!!
Terry - January 27, 2010 - Report this comment
OMG...I too loved this cereal in the 1960's. If I had a choice between filet mignon, Lobster, Chocolate cake, etc.....I would rather eat Concentrate cereal. I think they stopped making it because the cost of goods was high and sales were low. This was my favorite cereal. My second choice was Post Oat Flakes which they stopped making in the 1980's. I don't really eat cereal anymore.
Andy N. - February 04, 2010 - Report this comment
My family ate caseloads of this in the 70's and I'd beg my parents to keep buying more! I still think about Concentrate ALL THE TIME when I walk down the cereal aisle and see all the air-puffed, artifically flavored, sugary CRAP. Concentrate had none of that! With people being so health-conscious now it would probably sell better than ever- low fat, low sugar, low-salt, low-cholesterol, great taste and nutrition. I'd pay $20 a box too for such a perfect food! The taste was unique and amazing considering how nutritious it was. Kellogg's: why struggle to make new cereal recipes? Whoever took this out of the product line made a goof! This was one of the greatest foods ever!
KennyWally - February 05, 2010 - Report this comment
I fondly remember this cereal as well. My folks bought this for me as a kid, so 1959, and I'd use just milk or also added sugar sometimes too. I still prefer no sugar/reduced sugar cereals, like rice chex or wheaties [ sure they have sugar, but can hardly taste it, not even close to frosted flakes ] I may try smashing corn flakes to mimic the concentrate as another poster suggested. Yup, sure would be nice to taste that again...
Beth Tillman - February 06, 2010 - Report this comment
What a relief. I think about this cereal so often but no one I know remembers it. I loved it and wish for it and frankly am thrilled to read all these comments because they mirror mine. It was the tastiest cereal and the texture was perfect and nothing I have tasted since tastes like Concentrate. I had forgotten the foil box until reading the comments here but now I remember that and the amazing spout that made it different and somehow tastier than the other cereals.
lithelisa - February 08, 2010 - Report this comment
Another Concentrate devotee checking in. I am drooling thinking about the taste of the wonderfood. I had forgotten the texture thing. I think that a "serving" was about 1/4 cup but that was NEVER enough. I'd love to see it on the shelves again.
Jim P. - February 14, 2010 - Report this comment
Like all of the other people leaving comments, I really liked Concentrate. I too look for it every time I go to the cereal section hoping it will make a comeback. I am 57 and remember eating it for the first time in 1960. I think the last time I tasted it was in about 1975.
Danni - February 15, 2010 - Report this comment
Here it is, 2010, I haven't had Concentrate since I was a kid in the 1970s. I am writing Kelloggs, sending this link plus the one from mrbreakfast that ranks Concentrate as #8 in 100 top breakfast cereals. I would love to have this in my pantry again some day, and be able for my daughter to try it. The best cereal ever, I won't forget it.
Stephan - February 18, 2010 - Report this comment
My grandmother introduced me to this cereal in 1966! I fell in love with it with the first bite. I still look for it in stores and hope that it might come back again or that some cereal close to it might appear!
Katie M. - February 24, 2010 - Report this comment
My Mom always bought Concentrate cereal for her and would sometimes share it with my sister and I. I remember how delicious it was-I would love to see it back on the shelves! I would definately buy it....
George - February 28, 2010 - Report this comment
I was looking through old newspapers today and saw an ad for Kelloggs Concentrate. I was telling my wife about it, and how we used to eat it in Football camp. I'm 65yrs old and will never forget the great taste and texture of this cereal. So I wanted to look it up on line, and found this web site. Incredible that there are so many positive comments on something I've missed and continue to look for, but cannot find. Wow did this bring back memories.
Ed - February 28, 2010 - Report this comment
Best cereal man ever made. I would pay $20 a box......
Stephen - March 03, 2010 - Report this comment
Concentrate was a real treat for me as a kid. My mom always bought it for my sister to eat, and sometimes I would be allowed to have some as well. I think it was a bit more expensive than other cereals so we could not always have it. However, I loved it and savored every bite of Concentrate. I remember the small box and the spout on the side of the box to pour the cereal. It had a unique taste, and was truly delicious. I, too, wish Kellogs would put it back on the market.
craig - March 22, 2010 - Report this comment
Wake up Kellogg! All the comments you see here are the tip of the iceburg. So many of us 50 somethings would buy it just to introduce a whole new generation to what a cereal is supposed to taste like.
john k - March 25, 2010 - Report this comment
Concentrate was The BEST! Can't figure with today's "health conscious" consumers Kellogg doesn't react positively. All the other stuff that was "bad" for you and tasted great years ago is still sold but tastes awful now. "Bad" got really bad, good went away.
Kelly - March 25, 2010 - Report this comment
I had to looked this cereal up as I don't recall ever having it as a kid. I saw the box though and instantly recognized it, it was a "grown up" cereal according to my mom. This cereal wasn't for kids. This cereal and Grape-Nuts were hands off to the kids. Probably due to the cost as I've read through all the posts stating it was an expensive product to buy at that time and us being on this side of poor, mom most likely assumed thought this was a good diet product for her as I remember her always being on a diet. Anyway looks like I may have missed out on something pretty special. Interesting though, looks like there are a lot of fans of this one product, pretty amazing.
Chuck - April 06, 2010 - Report this comment
I've ben craving concentrate since my last bowl. Just found a box on ebay someone bought at an estate sale. Mice had been into it, wonder if there's any left in the box.....
jax - April 07, 2010 - Report this comment
I am so happy to see everyone loving Concentrate - I contacted Kellogg's a few times over the years to plead for them to bring it back. It tastes like Special K but, yes, concentrated. I remember it with milk and sugar, and also sprinkled over ice cream. YUM!!!!!
Gloria - April 13, 2010 - Report this comment
I too loved concentrate. After all these years I still look crave the taste. It was even healthy.
Lizzie - April 16, 2010 - Report this comment
I loved loved loved this cereal growing up. I was one of 6 kids and we only had it once in a while and just a very small amount. I never added anything but milk, it was that good, such a unique taste. I have also written to Kelloggs and they don't plan on bringing it back. I agree it would be a good idea to bring back, packed with protein, I believe.
Susan - April 23, 2010 - Report this comment
My all time favorite cereal. I so wish it would come back. I think the last time I remember buying it was in the early 80's. I was on a family trip out west and we saw it in a grocery store and my father bought up the remaining boxes because we had not seen it in our local store for some time. It was sad when the last box was gone and I never had it again.
Frank C. - May 08, 2010 - Report this comment
I loved it and can still taste it. I never understood why they didn't put it in a bigger box. Give me the choice of any cereal when I was kid and I would take Concentrate every time. Would do the same now. Nothing else comes close. I never understood why it didn't come in a bigger box. Had no idea it was intended more as something added. I would love to see it again.
Pat N. - May 19, 2010 - Report this comment
As everyone has said, Concentrate was the WORLD's ALL TIME BEST CEREAL!!! Please Kellogg's, bring it back. There is definitely a market for it. Just read all these comments!
BK - May 19, 2010 - Report this comment
Another Concentrate lover who still hopes it comes back in the stores. In high school, I'd get a little bowl, pour out the cereal, then sugar, then just enough milk to moisten it. I loved eating it while it was crunchy. As we all have suggested-Kelloggs, please listen!
Ed B. - May 20, 2010 - Report this comment
Oh so many long lost Concentrate friends. ALL-TIME BEST FOOD INDUSTRY CREATION!!! Did not need to be sweet! All the other kid's were going for the Coco-Puffs I went for the Concentrate. Always ate way more than was recommended on the box. Please Kellogg's!!!!
Nancie W - May 20, 2010 - Report this comment
Ed B. had the right idea. I would cover it with just enough milk to get it wet, sugar....then pure Nirvana!! Please Kellogg's....bring it back! In this day of nutritional knowledge, it would sell like firecrackers!! I loved this cereal.
Sue - May 26, 2010 - Report this comment
I loved this when I was a kid and would definitely buy it again if Kellogg's made it. It was great in just milk with no sugar. Best taste and consistency of any cereal. Beat all the sugar-laden junk hands down.
Steve Mc - June 04, 2010 - Report this comment
My brother and I ate Concentrate like it was a religious experience and would get in trouble if we did not wash out the little cereal bowls when we were finished - if we did not - we had to scrub the dried, tiny flakes from the sides of the dish. If my memory serves me correctly - the cereal was originally used as a dietary supplement that was designed to sprinkled over the top of other cereals. I am not sure what its purpose was. That is why it came in those small boxes and had those tiny flakes. But it was absolutely the best tasting food I have ever had. Almost addictive. I miss that taste - please bring it back!!!!
lynn - June 09, 2010 - Report this comment
I loved Concentrate too and think I began eating it in the very early 1960's. I had a huge aversion to milk as a child and ate Concentrate directly out of the box via the metal spout on the side. I remember it being expensive but my mother bought it especially for me. How I miss it.
Dora - June 11, 2010 - Report this comment
I have been telling my Husband about Concentrate for years and how good it was - the longer it sat in milk the better it tasted - my whole family loved it - maybe it will come back to our grocery shelves someday soon !
Brenda - June 15, 2010 - Report this comment
I loved Concentrate Cereal like many of you. My grandmother used to buy it to sprinkle on the top of Special K cereal - she would never allow me to have a whole bowl full when I would visit her, because she said it was too expensive. However, when I was at home, I just poured the bowl full - Loved this cereal and have been looking for it for years. BRING CONCENTRATE BACK!!!!!
David LeBlanc - June 25, 2010 - Report this comment
I did too! Someone should show this page to Kellogg's and demand they do something! With all the health conscious people today I don't know why they don't bring it back! This was my most loved breakfast food of ALL time! The only problem was the tiny box and the expensive cost! I would sit down and eat an entire box at one sitting!
Tracey Lee - June 27, 2010 - Report this comment
I grew up one of 7 children and rarely had any cereal except cheerios (no sugar) or cornflakes. But as a very special treat my mom would buy this for me. I was in heaven it was so good and definitely my all time favorite cereal. To this day I can remember how I would swoon with pleasure over this cereal. I wish Kelloggs would bring it back.
Rachel - July 08, 2010 - Report this comment
I thought I was the only one that knew about Concentrate. I remember going to the store with my mother and looking for the little foil wrapped box. Seems it was always way to high for me to reach. Please bring it back!!
Sue - July 16, 2010 - Report this comment
Please bring it back! It was so good and so nutritious, and nothing else tastes even close. I would eat it as an after-school snack. Good memories.
Lori - July 18, 2010 - Report this comment
What is it about this cereal?? I too, look for it hoping that maybe I might have missed it on the shelf. It was the most delicious cereal ever made. I hope Kellogg's is listening.
Robin - July 28, 2010 - Report this comment
I loved this cereal so much. There has never been another cereal like it. I DEMAND THAT IT BE BROUGHT BACK, PLEASE :)
Susan - August 01, 2010 - Report this comment
Wow...I am surprised at all the Concentrate lovers. I would only have it at my Gramma's house. I search for anything far no luck!
Susan Rae - August 04, 2010 - Report this comment
My cousin taught me to eat Concentrate over vanilla ice cream with sliced banana Yum!
pat - August 11, 2010 - Report this comment
please bring this cereal back! i loved it as a kid and look for it all the time
Debbie - August 11, 2010 - Report this comment
I am 53 years old and it was without a doubt the best cereal ever made. Who do we need to call or write to get it back on the selves?
Vicki - August 13, 2010 - Report this comment
It was definitely a winner! I just loved the taste - the closest I can get to it is to soak raw quinoa in milk - the smell of that reminded me of Concentrate. There are obviously a lot of fans out there - Kelloggs, are you listening??!?
Linda - August 16, 2010 - Report this comment
It makes my mouth water just thinking about eating Concentrate! It was my favorite. I emailed Kellogg's about it and they act like they have never heard of it. There must be just a bunch of kids working there! It was the best!!
Dawn - August 18, 2010 - Report this comment
I agree with everyone! I keep hoping to find a replacement, but nothing is even close. It was unique and delish! I still crave a bowl. It's nice to know I'm not the only one! Can't believe something sooooo good can't be bought anywhere.
MargueHF - September 17, 2010 - Report this comment Make certain you VOTE for Concentrate!
Cathy - October 03, 2010 - Report this comment
On a whim I got on the internet to look up my father,s favorite cereal - Concentrate. I am 51 and remember my very frugal father eating this cereal. He would let me have my own little bowl and it was always a real treat.`He was getting his PHD in physics and there were 4 of us girls with my Mom working full time to take care of us... But there was little extra money for that fab cereal. Just like the great cereal my Dad is also gone but there are great memories! I would love to buy Concentrate and share it with my 4 kids, AND I can afford it. Please Kellogg's bring it back!
Eve - October 04, 2010 - Report this comment
Love the Concentrate Cereal! Is there any hope for a comeback?! Since there are many of would think there is many our age in management at Kellogg's company, that miss this cereal too!
Paul - October 07, 2010 - Report this comment
Best. Cereal. Ever!!! Bring it back Kellogg!
Caroline - October 10, 2010 - Report this comment
I had no idea there were others out there like me that remember eating this awesome cereal at my grandmother's house. Why did Kellogg's discontinue it and why won't they bring it back? It was wonderful!!!
Caroline - October 16, 2010 - Report this comment
Here's an email that Kellogg's just sent me. "Thank you for letting us know you loved Kellogg's® Concentrate cereal. I am sorry to inform you that this product was discontinued due to lack of demand nationwide. If the stores start to discontinue an item, we find that we cannot produce the smaller volumes the business demands. It is always difficult for us to make the decision to discontinue a product, as we know it is always someone’s favorite. At this time, there are no plans to reintroduce it. I know that it may be hard to find a replacement, but we are always developing new products so I am sure that you will soon find another favorite! Kellogg's® Product 19® cereal is a product that you might enjoy."
Tom - October 27, 2010 - Report this comment
Everyone write Kellogg's and let them know you want it back.I enjoyed it as a child also.
Lucy - October 28, 2010 - Report this comment
I agree with everyone here that I also loved Kellogg's Concentrate and have still been looking on grocery shelves all these years hoping to find it somewhere! I figured it had been discontiued but kept hoping that I was wrong. At least now I can stop the search. And referring to the last post where there is a response from way is Product 19 anywhere close to Concentrate!!!
james durkee - November 12, 2010 - Report this comment
I miss concentrate also. I remember when I played football in the mid seventies my mom would buy it by the case. I too look for it to come back to store shelves. That stuff was actually good for you. Cmon Kellogs bring it back
Chris Zinn - November 17, 2010 - Report this comment
I thought I was the ONLY kid that LOVED that stuff. I'd get it every week I could!!!! I talk to people about it and they look at me like I got a 3rd eye! IT WAS THE BEST EVER!!!!!!!!!!!!!!!!!!!!! I'D LOVE TO TAST IT AGAIN!!!!!!!!!!!!!!!!
Cathy - December 18, 2010 - Report this comment
Wow, I loved!!!!!!!! this cereal!!!!!!!!!!!! I still look for it on the shelf ... hope ... there's always hope!!!!!
david - January 05, 2011 - Report this comment
I figured it must have been discontinued but still look for it from time to time. I guess I must have been 10 or so when it went off the market. Funny that it made such a lasting impression on me that I still want it and look for it.
Tony - January 09, 2011 - Report this comment
Does anyone know where to get "Concentrate"? This was the best cereal I was fortunate to enjoy when I was a youngster. But for the life of me, I wish someone knew where or what needs to be done in order to order it! Can it be bought anywhere?
leigh - January 26, 2011 - Report this comment
I'm sitting in my parents kitchen right now, opening the side slot with my fingernail. This was the sweatest cereal in the world. I've been thinking about this for so long, pleeeeese Kellogg's bring it back. (Does anyone have an old box with the ingrediants?)
Fred - February 02, 2011 - Report this comment
Concentrate was THE BEST CEREAL EVER. Mom didn't like it when we could pound a whole box in one sitting 'cause it was really expensive. I liked the box and cannot find an empty box anywhere on planet Earth at any price. Bring back Kellogg's Concentrate!!
rebecca - February 07, 2011 - Report this comment
Truly, the BEST treat ever!!!! We would pour it over vanilla ice cream, add some milk and mix it all up, sure wish they would bring it back! My current alternative is to crush "Product 19" cereal real fine and us that, I tried other cereals, but this comes the closest.
Sandy - February 25, 2011 - Report this comment
Today I was eating Wheat Chex. When I got to the bottom after the cereal had softened, it kind of reminded me of the texture and taste of Concentrate, which prompted me to do a google search. Concentrate was the only cereal I would ever eat. My mom would buy it just for me - even though she was quite frugal and it was very expensive. Thankfully, my brother and sister never got into it - literally or figuaratively. I wonder what the calorie count was?? Those days, I didn't even know what a calorie was - let alone worry about how many I consumed. I think today it would be far too costly for the average consumer to enjoy on a regular basis. Also, I'm sure there were a lot of calories packed into that tiny box - albeit healthy ones.
Kate - April 05, 2011 - Report this comment
I really miss Concentrate, absolutely loved it as a kid. I loved the taste, the way it felt in my mouth. My dad worked for Kelloggs and we were fortunate enough to have it all the time. Please Kelloggs, BRING BACK CONCENTRATE!
Janet in Maine - April 05, 2011 - Report this comment
Concentrate was a special cereal in our house because it was more expensive than the rest of the cereals. I was the only one that liked it but I didn't get it very often, because of the cost. I remember how rich it tasted. I would love to be able to taste it again. I have never forgotten it. I could go through a box in a couple of days as a kid. There was just "something" about the flavor of it. I'm glad to know there were so many other people that liked it too. I guess not enough for them to keep making it though. I'm sure that it's downfall was it's high price.
Barb - April 10, 2011 - Report this comment
I've been thinking about Concentrate Cereal for some time now, I really miss it. Can not believe when I finally Googled it, I find that I am not the only one. Love this stuff. Please bring back this cereal, Kellogg's!!!
Kevan - April 11, 2011 - Report this comment
Kellogg's...I've been waiting a long, long, long time, for you to bring this back into production. THE BEST malted cereal taste ever! Nothing has come close in decades. I used to eat it for a TV snack...Gold box in one hand, and a glass of cold milk in the other! Pour some in your mouth, take a gulp of milk, and savor the greatest cereal/milk combination that's known to mankind. I used to kill a box during a one hour show with no problem. Heck of a lot healthier snack than most of the kids these days are eating!
Lisa - April 20, 2011 - Report this comment
My cousins and I remember eating Concentrate at my Nana's house. It was a special treat. We can all afford it now and would certainly be regular customers if Kelloggs brought it back. Pleeeeeease.
Merrie - April 24, 2011 - Report this comment
My friend, her hubby & I were just talking tonite about our fav. cereal when we were kids & I said "I remember the box, but not the name." She decided to google 1970's cereals & found this link that way. I'm sooo glad to know there's still so many of us out there that not only remember the cereal but LOVED IT!! Kellogg's really does need to bring this back!! (I do like the one comment from Greg on 12/12/2008 - 'It's probably too healthy for all the fat kids today!' LOL!! So true! The health factor alone is one reason it's no longer around, I'm sure!)
Phil Darrington - May 02, 2011 - Report this comment
I have ceased purchasing anything from Kellogs, and will never return until they once again begin to market Concentrate cereal, and it better be the original formula. I have found a fellow employee who also feels similarly. Imagine our surprise when we found we had both been Concentrate devotees as children in the '60s & '70s! Kellogs, get your act together!
Cindy Butts - May 15, 2011 - Report this comment
Kellogg's Concentrate. The very best part of my childhood. I will pay you very well for your recipe. I called you years back, you hung up. It's not funny. We need this cereal back. We can't go on without it. Come'on.
Geri - May 17, 2011 - Report this comment
Loved this cereal! My aunt introduced it to me when I was a child and have craved it ever since Kelloggs stopped making it! I've left requests for them to bring it back many times over the years, but they never responded. It's a shame 'cause I think it would be a sure hit. As I recall it had a high protein content! I miss it sooo much and I'm almost 51!
holly - June 04, 2011 - Report this comment
This was a fantastic cereal that my brother and I loved. I have never tasted anything like it since. I don't know why they stopped making it. They need to bring it back. Please!!!!!!
kim - July 09, 2011 - Report this comment
wow!The babyboomers want this to come back! we are getting older and we need this delicious high protein cereal for health and nostalgia as well. Bring it back! It will be a money maker for Kelloggs! I promise!
Lisa - July 09, 2011 - Report this comment
Reading all these comments - I can taste it right now! I wish Kelloggs would bring it back.
Art - July 18, 2011 - Report this comment
Wow! And I thought I was the only one. Mom and I were just talking about this today -- she didn't remember it,but I LOVED concentrate. I especially remember the smushed, flattened *yet still kind of crunchy) texture at the bottom of the bowl after you saturated it and drank the ice cold milk. Yum. It was definitely unique -- and it didn't get soggy. What in the world was in that stuff to have us pining for it 40 years later? Baby boomers would make it a big seller -- are you listening, Kellogg's? Please bring back our favorite cereal or at least release the formula to someone willing to take the chance. Healthy eating is back in style-- dont punish us beause of the poor eating habits of the 70s!
Art - July 18, 2011 - Report this comment
Me again. I've just been googling Kellogg's Concentrate. It had wheat germ, but no other ingredients are mentioned in the ads I've found so far. What in the heck could have made it 40% protean and 99% fat free? Quinoa? Soy? I'm puzzled, but intrigued. Maybe we can talk someone (trader joe's?) into recreating it. Writing to Kellogg's next - but I doubt that will make much difference.
Art - July 18, 2011 - Report this comment
Found a picture of the box so zoomed in for the ingredients -- milled rice, casein, wheat gluten,milled corn, defatted wheat germ, sugar, salt, malt flavoring, calcium carbonate, lots of vitamins. 11.3 grams of protein per 1/3 cup. .06 gr fat, 5 mg iron, 5 mg niacin. 105 calories per oz.
Patricia - September 20, 2011 - Report this comment
I love it so much i tried to make it, food processor with corn flakes and wheat flakes chopped up, its ok but not the real thing:-(
Coco - September 22, 2011 - Report this comment
Remember this cereal well and yes it was expensive. Did not know there are so many others who ate this growing up too. I agree, Kellogg's should re-introduce, after all, lots of "old" items(retro) are making a HUGE comeback with this generation. Just eating wheat germ IS NOT the same!
Ruby - October 06, 2011 - Report this comment
Another Concentrate lover. My cousin and I were talking about "the good ole days" a few days ago. He had just undergone surgery and he asked me if I remembered our favorite cereal as kids. Concentrate brings back such happy memories. I'd buy a case if I had to just to see the smile on his face. Best cereal ever made.
Dani - October 07, 2011 - Report this comment
You would think with all of us who LOVED this cereal, someone would try to recreate it... I think it was the malt that gave it such a distinct flavor. I still look every time I go shopping, hoping to find it sitting on the shelf.
Victoria Alessa - October 07, 2011 - Report this comment
As a child in Spain, my mom would eat Concentrate that my grandmother would purchase in New York and take back home! I really don't know what it would take to get it back on the market, but I would love to try! What could we do? It is the only cereal my mother and aunts would eat, seriously, they said it was fantastic! I would love some!
Ann Gandy Parker - October 25, 2011 - Report this comment
Ok I called Kellogg's they said the more calls they get the more likely we are of getting Concentrate back on the store. Call 1-800-962-1413. I say call them as often as you can. I am going to call everyday when I come home for lunch. Hope each of you do the same. Can also email www.Kellogg'
Robert E. - November 12, 2011 - Report this comment
I don't remember it as a child, maybe because I predated it (i'm now 67). I discovered it in the early 70s and became an instant addict. Breakfast, sure -- often. Lunch, only on weekends when I was home. Snacks, of course. But it also was one of my fav dinner foods! I'd have it as my complete dinner at least three times a week for many years. When I heard Kelloggs was discontinuing it, I started hoarding it -- I'd buy all on the shelf (sorry, all!). Eventually, though, even my stash ran out. I think Ann has the right idea: let's deluge Kelloggs with calls and emails until they either reintroduce it or release the formula. Power to the People!
Jenna - November 17, 2011 - Report this comment
Concentrate was sooo heavenly. It's great to see so many people remembering the greatest cereal on earth! My nannie shared this w/me when I was young. We'd have it w/Half&Half & a little sugar. We didn't have it very often because it was expensive. Oh, how wonderful it would be to have it back.
Gordy - November 30, 2011 - Report this comment
Wow - I was just talking about this Cereal and what a memory of how good it was! My wife said I was crazy that there was nothing called "Concentrate". I'm calling the 800 number!
Rachel - December 01, 2011 - Report this comment
UNBELIEVABLE...thought I was the only one who loved this cereal when I was a kid. Have searched for it also but they quit making it. I went to Kellogs website and e-mailed them to bring it back...Do the same.
rachel - December 11, 2011 - Report this comment
i e-mail Kelloggs and they said they probably would not be bringing the cereal back as there isn't a big enough demand for it...everyone write to
Ginger - December 13, 2011 - Report this comment
I would spend my allowance on that cereal! I WANT IT BACK-EXACTLY THE WAY IT WAS! PLEASE!!!!
annette - January 27, 2012 - Report this comment
When I was young, my best friend's family was much better off financially than mine. When I would visit her, I would get to eat Concentrate. My parents could not afford it. I dreamed of a day when I could afford the cereal and eat as much of it as I wanted. Kellogg's bring it back!!!!!!
Sharon - March 18, 2012 - Report this comment
All my childhood I was very anemic. My doctor prescribed a breakfast of Cereal Concentrate along with other various disgusting fooods. But Cereal Concentrate was AWESOME! I have looked for it for years to no avail. Kellogs.....look at all the requests here. Grow a brain and bring back Cereal Concentrate before I'm too old to remember it!
Carol - March 30, 2012 - Report this comment
Wow - I googled Concentrate cereal today and found two lists of fans - how cool. Would love to taste that cereal again someday. It's amazing how strongly memories are linked to this stuff. The other site is "Yesteryear". Someone there contacted Kellogs about it and is going to post their response.
Pam - May 16, 2012 - Report this comment
I still CRAVE Concentrate...omg, nothing else comes close. So glad to see I'm among many other devotees! Come on Kellogg's; retro is in. Please bring it back!
BoomerGeneration - May 23, 2012 - Report this comment
Loved this cereal, and miss it so much. Sure wish they'd bring it back. Even if it was $5 a box, I'd buy it, and often. Us old folks from the 70's have significant buying power - I don't know why they don't bring it back.
Carol - June 05, 2012 - Report this comment
I absolutely loved Concentrate. My mom bought due to my poor appetite, although expensive. IT WAS SO WONDERFUL my brother and I still reminisce over its texture, taste, and chewy addictive goodness. I put brown sugar and milk on it and it was absolutly the yummiest thing in the WORLD!!!! Yummy Yummy Yummy. People don't understand. It is a club. WE know it is the YUMMIEST in the WORLD! Bring it back!!!!n
Jonas - June 13, 2012 - Report this comment
OK, this is crazy. I read all the comments from Concentrate lovers across the nation and tears started flowing down my face. I'm a 61 year old Chicago native who craves this product every day of my life! It was soooo Good. We've to start a media campaign to get this cereal back in the marketplace...Other favorties included Post Oak Flakes and a hot cereal called Ralston.
diane - July 06, 2012 - Report this comment
i was , like 10 yrs old when i was addicted to this cereal ! i hope they bring it back ! but then it would be about $10 a box , since it was so expensive way back !!1
char - July 07, 2012 - Report this comment
I loved Concentrate cereal so much, I had to Google it to find if other people missed it as much as I did! Concentrate was my favorite cereal growing up here in Hawaii! Yes Kellogg's, bring it back!!!
Carol - July 17, 2012 - Report this comment
I loved this cereal. It was the only thing I could tolerate to eat in the morning, and I really miss it. I'm 54 now, and I wish Kellogg's would bring it back. I thought I was the only one looking for it for years.
candyp - August 04, 2012 - Report this comment
loved this as a kid, would love to see it come back
Barbara - August 07, 2012 - Report this comment
I'm 55 yrs old. I have looked for this cereal for ever. Nothing is like it. I shop weekly for my family. I have looked for years. Please Kellogs bring it back....
Barb - August 12, 2012 - Report this comment
I LOVED Concentrate sister would bring home the little boxes from college. I have missed it.....and am amazed to see how many others do! Contact Kelloggs!!!!!!
Pam - August 14, 2012 - Report this comment
BEST cereal ever!!!!!! Wish Kelloggs would put it back on the market.
Pam G - August 16, 2012 - Report this comment
I loved this cereal. We always ate it with canned milk. Wish it would make a comeback!
Julie - August 23, 2012 - Report this comment
When I was a kid Concentrate was my very favorite! I wasn't much of a breakfast eater, but this stuff was absolutely yummy! I still look for it: the taste was unique.
Taylor - September 06, 2012 - Report this comment
Wow, incredible...maybe we can start a fund and hire one of the "Top Chef" cooks to re-create it!!! I tell my kids about it all the time and they think I am crazy... LOVE LOVE LOVE this cereal and I too would pay $20 a box... Listen up Kelloggs!!!
C. Zibell - October 02, 2012 - Report this comment
I too miss Concentrate, I wrote to Kelloggs and they responded that they had no plans to make it again. Maybe they should look at this page and they would change their minds!
John - October 17, 2012 - Report this comment
When I was two my mother gave me this cereal. I ate it for breakfast every day since. When they discontinued it I stopped eating breakfast. I never ate anything else for breakfast. My grandfather was a grocer and I bought the last 30 boxes he had before they stopped shipping it. I have not had breakfast since and I will not eat breakfast again until they bring it back. Concentrate IS breakfast. Everything else is just slop.
Bryan - October 28, 2012 - Report this comment
Like others, I still look for Concentrate in the grocery store, hoping it will show up. Seems crazy after 40+ years!
John M. - December 07, 2012 - Report this comment
OMG! I, too, am shocked to see that I am not alone in yearning for Concentrate! I remember my parents leaving me and 5 boxes of Concentrate with friends when they went to Europe, telling them that if I didn't eat what they made for dinner, just feed me Concentrate! I LOVED it. But must say, I added lots of sugar. Still hoping to see that little gold box whenever I shop. Has anyone ever forwarded these posts to Kellogs? Just like bringing back all the old Marvel characters for movies---marketing to the boomers---they should kick-start another rollout of this awesome cereal. (Secretly, I've wondered if I would love it as much today).
Marie - December 10, 2012 - Report this comment
I loved Kellogs Concentrate. My 3 children loved it . If it came back I would buy it by the case. Please Kellogs! I am 73 now and my children are 52, 53,54 and they still remember eating this cereal.
wendy - December 17, 2012 - Report this comment
Only my Dad and I ate it. I liked it with LOTS of milk. I really do wish that Kellogg's would bring it back. It would be the ONLY cereal I would buy.
Cindy - January 16, 2013 - Report this comment
So much for all our posts. Kelloggs does not seem to be listening. Maybe we should stop purchasing their other cereals. Do you think they would listen then? Probably not. We miss you Concentrate. Breakfast has never been the same.
Jennifer - January 19, 2013 - Report this comment
I thought I was the only one remembering this cereal, I would watch my father eat it, he would push all the cereal to the side and bite by bite push it into the milk so it would not all get soggy at once. I started eating it too and wished they would bring it back, it was very tasty!
Jeff - February 11, 2013 - Report this comment
I can still taste it and smell it. As a kid would eat it with my grandmother in the 60's and into the 70's. I moved to California years ago and the first thing I did in the grocery stores was go down the cereal aisle and look for the little gold box. I keep hoping :(
Wendy - February 17, 2013 - Report this comment
I woke up this morning wishing I could have a bowl of Concentrate. I would crave it as a kid. My mouth waters just thinking about it. (Always wondered if there was something addictive in the cereal?) So I did a search for it and found this comment site. No longer alone in my secret longing, I feel like I'm part of this amazing cyber family of Concentrate lovers! Funny how we all remember the box too. Yes, someone MUST bring back this cereal. --I wonder if the cost had anything to do with its "addictive" quality? LOL!
Victoria - February 24, 2013 - Report this comment
When my mother was visiting the United States she would speak about this awesome cereal: Concentrate. I so wish I could taste it-- I know I would love it. Would Kellogg's consider selling the recipe?
s sommer - March 09, 2013 - Report this comment
I still crave it too! How do we get them to bring it back?
Jesse - March 15, 2013 - Report this comment
like the others I grew up eating concentrate for breakfast and I miss it! Maybe if we keep this up Kellogg will bring it back to us. The up and coming children would love it as much as we did!! Pay attention Kellogg!!!!
Marc - April 04, 2013 - Report this comment
I want it to come back with the original recipe - no changes. I'll pay $10/box and buy it by the case. It was that good!
Tiger - April 18, 2013 - Report this comment
I'm 57 and when you have boomers chatting about something they miss from their childhoods and are willing to hunt high and low and pay for it, this is a product you should look into resurrecting! I'll buy it. It was my favorite cereal as a kid and I ate it until they discontinued it. Bring it back!
rebl - May 05, 2013 - Report this comment
Yes, it was the BEST! Bring back Concentrate cereal.
Andy - June 08, 2013 - Report this comment
Concentrate cereal was the best cereal. I remember eating it when I was a baby and ate it until it went off the market. It had such a great taste to it. If it was put back on the market I would definitely buy it and so would my siblings. I don't know why it was ever taken off the market, but I'm sure a lot of people would buy it again if it was put on the market with the same exact ingredients. I still remember the taste. There is nothing on the market that compares to Concentrate.
Jayne - August 05, 2013 - Report this comment
I lived on this cereal as a kid! I love it and wish Kellogg would bring it back! I am 59, by the way.
Bob - August 26, 2013 - Report this comment
Check out the post about Kellogg's Concentrate at this site. Do a search for concentrate.
Jim in SC - August 30, 2013 - Report this comment
I remember the package said, "11 grams Protein--more than an egg and two strips of bacon". Once on a plane flight 40-some years ago my dad sat next to a man who either invented or was the chief marketer of Concentrate. He said he intended it to replace wheat germ. The six of us could have easily finished a box or two a day of Concentrate, but we could only afford a couple boxes a month.
Steve S - September 07, 2013 - Report this comment
That stuff was awesome! The small shiny gold box gave it exclusivity--a brand that stood far apart from the crowded cereal market. It also tasted like nothing else. I'm surprised and disappointed Kellogg doesn't see fit to take advantage of these qualities, especially with the health-conscious consumer of today.
Barb - September 11, 2013 - Report this comment
I loved this cereal, and would sometimes eat the entire box in one sitting, necessitating a frantic run to the bathroom, lol. The taste and texture were addictive. I miss it desperately. (along with Count Chocula)
Robert - October 15, 2013 - Report this comment
I ate this cereal when I was in Jr. High and High School. I remember that it was pricey for those days, but Mom still bought it because I liked it so much. I left a message on Kellogg's "Contact us" site letting them know that I would buy it again if they brought it back.
Theodore - October 19, 2013 - Report this comment
Does anybody remember Cornadoes Cereal too?
Terry - December 13, 2013 - Report this comment
I was blown away by all the lovers of concentrate on this site. It brought back a lot of memories. Let's all get on the concetrate band wagon and bring this ceral back! Contact Kellogs on theirtheir web site
linda levine - February 07, 2014 - Report this comment
concentrate was the BEST! i really miss it soo much! is there anything similar on the market that has that toasted wheat germ flavor? whay won't they put it back on the market?????
Vicki - February 10, 2014 - Report this comment
I had food allergies in the 50s & 60s and I think Mom also thought LIFE cereal had too much sugar, so she switched me to Concentrate. She'd really edit my portions because it WAS expensive and she was frugal but wanted the best for me because I was a sick kid. I would eat Concentrate with organic goat's milk because I couldn't drink cow's milk and I loved how the cereal would soak up the milk. I have enjoyed reading everyone's memories here because it sparked my own. It WAS a nutty flavor, wasn't it...and now I do recall that small, foil-wrapped box. It was like no other breakfast cereal. It was SOoooo good! I wonder if it was indeed taken off the market because it was too expensive to make by Kellogg but, man, I'm like the other reader/commenter who said I'd pay $20 a box for it if they'd just bring it back!
Pam - May 30, 2014 - Report this comment
My sister and I grew up on Concentrate. Listen to how yummy this is: We put it in a very small bowl and added heavy cream and sugar. Oh my gosh how delish it was. Good memories.....can still taste it. Hope Kellogs brings it back.
Russ Morrison - June 23, 2014 - Report this comment
I grew up in the 50's & 60's in Fort Worth, Texas and my maternal grandmother always had a box or two of Concentrate in her pantry. I seem to recall that she used it sparingly because it acted like a laxative. I became addicted to it by the time I was ten and I can still remember the taste and texture. I may have dreamed this, but I thought I read an article in the late 70's that said it was removed from grocery shelves because there had been reports of people overindulging and suffering intestinal problems. Not sure about this though, it's been way too many years ago. Whether it was cost of making the product or other issues we may never know about, most likely we'll never see it on the grocery shelves again. Too bad because it was the best EVER!
Karen V Macdonald - July 10, 2014 - Report this comment
Love and miss this cereal have thought about it for years... My mom used to buy this for me at the S.S. Pierce shop in Boston, Ma back in the 60's... I can still remember that delicious distinct taste... Have been looking for its comeback for 40 years...
oldude - July 12, 2014 - Report this comment
I ate this stuff every week (at least) on game day. Two tablespoons was a serving??? I could probably make a box last for about 4 servings. I also put it on ice cream occasionally. Gah that stuff was good. Who remembers a cereal for 40 freakin' years, huh? KELLOGS BRING THIS STUFF BACK! Why did they discontinue it? WHY??? It had an almost vitaminie taste to it without being obnoxious. It was this good, wholesome kind of flavor that tasted like nothing else. Maybe it''s...Kellogs Concentrate is...PEOPLE!!! And that's why they had to discontinue it. I've never tried people so I wouldn't know, but if it was...would I, would you still eat it? Ewww...
Nudnik - September 16, 2014 - Report this comment
They took it off the market because the secret was out: Concentrate is Soylent Green!!
tizme - October 27, 2014 - Report this comment
i grew up in Alaska and i remember that cereal. my mother would also add it to waffles and pancakes and would also use it for toppings on them with fresh fruits. she baked with it and when we could get the box away from her we would get to eat some . LOL the good ol days. bring it back. that was the only cereal besides shredded wheat that was allowed in my house. KELLOGG'S BRING BACK THE CONCENTRATE CEREAL!!!!!!
Debbie - November 30, 2014 - Report this comment
I remember this ceral fondly.... brings back memories of the most amazing taste and texture, it was healthy and I couldn't get enough of it! I'm from Mexico, but we used to have an apartment in Miami and I remember every time we went to the States I couldn't wait to eat it and we also took lots of boxes back home. PLEASE BRING IT BACK!!! THERE'S NEVER BEEN ANYTHING LIKE IT!
molly - December 05, 2014 - Report this comment
Lol laughing at some of these comments! We're all concentrate addicts! I had to fight a few university football players for it a few times, as it was big with the athletes. It was $5 a box shortly before they discontinued it in 1981. I don't care. I'd pay $20. You only got 3 bowls out of a box at most, but well worth it. It was such tasty, healthy stuff, I have no clue why kelloggs would be so short sighted missing out on the health craze sales. You know those under 35 that never had it would go crazy for this stuff. Kelloggs just tells you to try their other stuff, but we all mnow nothing compares from any company. I wish thry would sell or lease the recipe instead of denying comsumers demands and ignoring countless petitions. Please bring back kelloggs concentrate cereal! Thry are on twitter under @kelloggsus please go beg them!
mimi - December 11, 2014 - Report this comment
LOVED Concentrate so much. So Yummy how it soaked up the milk. Also loved with vanilla ice cream and chocolate sauce. So chewy!!! PLEasssssseeee bring back!!!
Ren - January 18, 2015 - Report this comment
I'm so happy to discover that I'm not the only one to grow up loving Concentrate. Fifty years later I still think about it and wonder what happened to it. Was it too expensive? My mother must have really loved me. I remember pouring a small bowl, spooning some sugar on top, some whole milk (or half and half) and then savoring each spoonful. it tasted wlightly nutty but the most important thing was the texture and how it felt in your mouth. it was exquisite. I miss it and would love to have it come back.
Robert - April 08, 2015 - Report this comment
I vividly remember Concentrate. The thing was so good, although pricey and small in quantity. Worth the money! So good that I used to swipe my brothers bowl at breakfast. Great product. Yeah, Kellogs would do well in re-marketing this gem.
Gail Martin - July 18, 2015 - Report this comment
When I wanted to lose weight, I would take a box of Concentrate with me. It had so may good things in it,it was a little expensive for the size of the box, but way surpassed eating a greasy burger. I also loved the spout on the side of the box.On the run you could just pour into your mouth, portable, didn't need refrigeration, seemed to stay fresh along time, well as long as it lasted, for me about a week. I used it basically to supplement missing meals, I wasn't hungry all the time, an I lost serious weight. *GM
Ira - August 04, 2015 - Report this comment
I cannot believe I found this website for concentrate I am 55 years old and crave it everyday of my life I am sitting here reading the other comments and tears are coming to my eyes. so I am begging you bring it back . I will buy up by enough myself to make it worth your while
sandy - September 21, 2015 - Report this comment
I too am craving that step back in time to my youth through actual physical being.....we can touch it..... taste it... Smell it..... We can put a man on the moon..... But we can't bring back a cereal????? Really?????? Come on.....
Rob Lambert - September 22, 2015 - Report this comment
Found an early TV commercial for Kellogg's Concentrate, aired on "My Favorite Martian" (1/19/64, CBS). Though Concentrate lasted 22 years, Kellogg did not promote as heavily as Corn Flakes or Special K.
Dave - October 23, 2015 - Report this comment
Great to read all these comments! I first discovered Concentrate when staying with my grandparents, who were originally from England. Even though they didn't eat very healthy overall, they always had cereal for breakfast, and my grandmother would put the various boxes in the center of the table the night before. One morning when I was there, she suggested that I try her favorite: Special K with Concentrate sprinkled on top. OH. MY GOD. I was instantly addicted to that special cereal in the gold foil box with the pour spout. When my mother would buy it (it was really expensive, as others have noted) she'd only serve it those little glass custard bowls instead of regular cereal bowls. It didn't matter, as it was so filling that two small custard bowls would keep me going for the whole morning in my pre-teen years. One time when I was 13 or 14, my grandmother had wrapped up an "extra" birthday present for me. To my absolute delight, it was my very own box of Concentrate! I was giddy - I could have as much Concentrate as I wanted. I think I ate half the box at one sitting. Forget birthday cake, I'll take Concentrate any time!
Tony - October 23, 2015 - Report this comment
I had forgotten about Kellogg's Concentrate until early 1990s lunch hour reading through decades-old issues of "National Geographic" in my workplace's library disclosed a print ad for it from the early '60s. I can't recall the text well enough to quote, but it was aimed at old people! There may have been words to the effect that decreased appetite in the elder years can lead to nutritional deficiency and that Concentrate could supply many needed nutrients. I noted it with interest then because I'd also been reading Strauss and Howe's popular history "Generations" (1990), and by their reckoning the elders of that time, my early childhood, were mostly from the Lost Generation, a cohort that by Strauss & Howe's lights were similar in many ways to Generation X. They were raised somewhat neglectfully in the wake of an idealistic next-older generation, experienced official incompetence and slaughter in WWI, had a brief spree in the 1920s, and were hit with the Great Depression in what should have been their peak earning years. (Read Malcom Cowley's "Exile's Return" (1934, rev 1951), Chapter 2 'War in Bohemia'--some of it could almost have been written about the 1980s.) By the 1950s and early '60s the most impoverished age group was the elders, at least until the 1970s when the poverty shifted to children, in other words to Generation X. Some people just can't catch a break. Anyway, it lent the ad some poignancy for me.
Rhonda - November 14, 2015 - Report this comment
OMG!!! I'm so glad so many remember this cereal. It was my favorite and I was the only one who would eat it growing up. I was so upset when I couldn't find it any more, I searched everywhere. Call me crazy but when ever I go to another state I will go to their grocery stores and look for it. I've mentioned it to so many people and nobody had ever heard of it, I'd always say it was a smaller box with gold foil and a giant C on it. They all think I'm nuts. Well here's to all you haters out there hah!! So along with everyone of you I too would love Kelloggs to make it again. Just a note for some reason regular Life cereals flavor reminds me a small bit of it.
Bobbie - December 09, 2015 - Report this comment
I had Kellogs Concentrate at summer camp. It's my favorite all- time cereal ever. I've looked for it many times. Sure wish the company would reconsider. I wonder what it would cost now?
Rob Lambert - December 10, 2015 - Report this comment
Given the average cost of a box of Kellogg's cereal is $4, that 10-oz. box, with foil wrapping, would be about that.
Barb S. - April 05, 2016 - Report this comment
Derek B - April 09, 2016 - Report this comment
I was born in 76 and remember this cereal vividly. I still have cravings for it. It had a unique taste and flavour you never forget. My family moved to New Mexico in early 90's and we would make road trips several years prior to that before moving. There was a small run down convenient store in the one horse town that we were relocating to and I remember going in there and finding some old boxes of concentrate. I knew they had quit selling them (not sure exactly when) and it was like finding a golden treasure chest. One of the boxes had traces of worms that had been in it. I didn't care I at it anyway it was soooo good :)
Linda - April 23, 2016 - Report this comment
Great to find this site, I too loved Concentrate, ate it in the 60's, I'm now 66 and would love it if Kellogg's brought it back.
Brandt. Maass - July 20, 2016 - Report this comment
Id pay a thousand bucks to enjoy a box before I die.I would have at least three boxes a week as a child/teenager. Please bring it back. :-)
Barb B. - August 16, 2016 - Report this comment
Loved, loved this cereal! My brother and I were just reminiscing about this and how we would eat the whole box in one sitting. I agree, please bring it back!
Leesa Lee - October 18, 2016 - Report this comment
I am 53 and have been looking for the cereal my whole life. Every single specialty store I walked into, I would search. PlEASE BRING IT BACK.
JIll R - October 19, 2016 - Report this comment
Another vote for PLEASE BRING IT BACK! Loved this as a kid. I'm 61 now, and still crave it now and then.
Linda Curry - December 13, 2016 - Report this comment
I ate it by the bowlfuls.. Miss it still to this day. I also miss Post Oat Flakes. They disappeared on the 90's. They were my substitute for Concentration. Please Kellogg and Post. Bring tbese back.
Roger Gould - January 04, 2017 - Report this comment
When I was serving in Vietnam in '67-'68, the only thing I asked my mom to send from home was Kellogg's Concentrate. I'd open the spout, take a mouthful, mix a swig of water and chew. I lived on it for a year and miss it to this day. Anyone at the Kellogg,s Product Development listening? If you aren't interested, at least publish the formula and let someone smarter bring it back.
David - April 15, 2017 - Report this comment
I truly loved this product like no other. Kellogg's has just GOTTA bring it back.
Teri Lundgren - May 22, 2017 - Report this comment
I loved this cereal. Please Kellogg bring it back.
Mary Beth Stowe - June 17, 2017 - Report this comment
Wow, it's amazing to see how many other people are crazy about Concentrate (sometimes you feel like you're the only one)! I may take that one guy's advice to heart and call Kellogg's every day until they bring it back! :-D
Amy W. - July 16, 2017 - Report this comment
Miss this cereal, and have hoping for it's return for decades. Besides eating it by itself, I used to sprinkle it generously over Cherrios, as well. Awesome flavor combination. PLEASE bring it back!
Terry C. - September 09, 2017 - Report this comment
I have been looking for this cereal for 45+ years. Kellogg PLEASE bring back. Eith this many hopeful and loyal customers, wouldn't it be worth it?
Sally S. - October 08, 2017 - Report this comment
This is so bizarre, seeing all these write ups on this cereal. I am 53, and I get cravings for that taste from way back when, My sister figured out the name of it, I just could remember the small box it came in. So after getting the name I got online to find it and was shocked at how popular this cereal really was. Kellogg's would make a killing if they brought this cereal back on shelves. Let's all hope.
Cathy - October 27, 2017 - Report this comment
My favorite cereal as a young nun in Philadelphia in the early 60's. Please bring it back while I'm still able to eat it and enjoy it.
Rob Lambert - November 18, 2017 - Report this comment
From the daytime TV vault, a Concentrate ad which highlighted older adult nutrition (similar to Bran Buds and All Bran by Kellogg's. This aired in April, 1964 on "Trailmaster" over ABC. The show was select, retitled, rerun episodes of "Wagon Train" with Ward Bond, as part of ABC's daytime lineup. Several minutes were omitted to jam in more commercials.
Robert - November 19, 2017 - Report this comment
WHY, Kellogg's, WHY? Why do you deprive us? Why must you torture us? All we ask is return the best part of our childhood breakfast. Name your price. I for one will pay it. Thank you, all fellow Concentrate aficionados. My poor wife never tasted it, never saw the box, and has never understood my fascination with a cereal.
Mike Randolph - January 25, 2018 - Report this comment
Kelloggs Concentrate was my main source of nutrition through high school and college along with peanut butter and raisens. My mother was no cook and- yes- I too would be willing to pay more. Packaging is expensive- so- make it bigger and plainer- I will find it.My son and grandson are health nuts and would buy it too- they have more money so no problem there, Let.'s buy stock and force the issue, Mike
Susan S of CA - March 03, 2018 - Report this comment
This cereal was addictive. I have a theory, they put something in it not allowed anymore. (Or never was.) Leaving all us addicts still craving it 50 years later. Kinda creepy so many people feel so strongly about an old cereal. Anyone got an old box? Should be tested in a food (or drug) lab. I still check the cereal aisle for Concentrate every time I go shopping. Not normal! If ok why not bring back a food that so may people would pay big bucks for!?!
Rob Lambert - March 04, 2018 - Report this comment
From the daytime TV vault, a Concentrate ad which tried to stress that kids and teens could eat it, too (and not get bored with it). May have been a response by Kellogg's to declining sales, as most of its ads focused on people over 35. This aired on a daytime rerun of "Wagon Train' (under title of "Trailmaster") over ABC (6/26/65). By end of summer, ABC replaced "Trailmaster" with a teenage soap opera titled "Never Too Young," and Dick Clark-produced "Where the Action Is," which featured Paul Revere & Raiders and Linda Scott, plus the Action Kids (dancers) led by Steven and Joy Ciro (later married Bob Hatfield of Righteous Brothers).
Sue - April 08, 2018 - Report this comment
I loved Concentrate growing up. Since it dissaperes in the 70's I have been cracng this cereal on a regular basis. Please bring it in to the market!
Liz - July 22, 2018 - Report this comment
Make America Great Again...Bring Back C Concentrate!
Dan Hartkemeyer - August 17, 2018 - Report this comment
Delicious cereal. I used to sprinkle it as a topping on vanilla ice cream - yummy. Probably shouldn’t Bring it back because I still crave it to this day
Joyce - September 19, 2018 - Report this comment
I miss this cereal beyond belief! It was spendy but so perfect. The texture and taste was in a class of its own. Come on Kellogs,bring it back, please!
DebbiePN - November 18, 2018 - Report this comment
Please, Please, Please bring Concentrate cereal back. It was the ONLY cereal I would eat, I haven’t eaten ANY other cereal since it disappeared. Why, I know it sold. Please I will come and work free in warehouse to produce it. PLEASE, PLEASE BRING IT BACK !!!
Paula - February 16, 2019 - Report this comment
I remember fondly Concentrate Cereal from the 70s. Mom and I loved it ! I imagine it Hope it returns someday
Sheri - February 22, 2019 - Report this comment
I never ate Concentrate cereal, but your comments are making me want to. I found the key components to this cereal, and believe I can recreate it. It really does look like fish flakes! Did it taste like vitamins? I remember the old Product 19. You keep talking about the strong delicious taste. I have recreated Hunts Skillet Lasagna! Remember Libby's Fruit Float? After trial and error, I duplicated the taste from scratch exactly. Because of home bakery laws, I would have to sell a kit for people to put together their own Concentrate. You would have to toast key component yourself. Then you would have to add other ingredients. What I found is NOT defatted. You would have to add the flavoring to get the flavor you remember. I check back here periodically. Is anyone interested. I love recreating recipes for products from my childhood that they discontinued.
Danny - March 24, 2019 - Report this comment
Not sure if it’s nostalgia driving my taste buds, but I too find myself craving Concentrate. I’ll never know why my mother bought it, it wasn’t cheap, and the box was small, but God help me I LOVED it! Would love to see it come back!
Kathy - March 29, 2019 - Report this comment
I absolutely loved Kellogg’s Concentrate! My favorite way to eat it was to pour just enough milk on it to cover it, slurping up any excess milk, then waiting for it to turn into a wonderful, nutty tasting mush. I can remember my parents going away for their 35th anniversary, after leaving me supplied with several boxes of Concentrate. I don’t recall fixing too much else to eat! I didn’t know there were fellow devotees until googling it today. Bringing it back would be so appreciated!!!
Cindy - April 08, 2019 - Report this comment
Oh my gosh, my brother and I were just reminiscing about old time foods we miss and happened on this site. We loved Concentrate soooo much!! He says he’ll trade his running, kind of, Chevy Caprice for a box of Concentrate right now!!!DW
Tim - August 12, 2019 - Report this comment
By far the greatest cereal of all time. A box lasted about two days. I ate it every meal for those two days.
Carol - August 24, 2019 - Report this comment
Murphy - September 10, 2019 - Report this comment
I think tonight is the first time I've ever heard of Kellogg's Concentrate. That's because I was watching a 1962 episode of What's My Line? that included a commercial for it. A couple of impressions: Unlike the commercial that highlighted older adult nutrition described by Rob Lambert's comment of Nov. 18, 2017, or the commercial that tried to stress that kids and teens could eat it too described by his comment of March 4, 2018, this one seemed geared towards people with an active lifestyle. The other impression is that it didn't make it sound like it tasted very good. Judging from these comments, the commercial didn't do the cereal justice.
Rob Lambert - September 11, 2019 - Report this comment
Demographics was the game with Kellogg's, Mr. Murphy. Concentrate wasn't as salty as Corn Flakes or Special K. One example of polarized advertising was "Dennis the Menace," which CBS aired from 1959-63. In the assorted kinescopes of episodes, none had Concentrate, but had Special K and sugary cereals like Frosted Flakes and Sugar Smacks. To the average kid, Concentrate was a little bland. By the mid 1960s, sales must have been declining, and Kellogg's made an attempt to make Concentrate a "cool" cereal for younger folks. The commercials which tried to lure the younger set were on programs like "Batman" (ABC) and "Hogan's Heroes" (CBS) in their network runs. On shows like "Beverly Hillbillies" (CBS), Kellogg's only used Corn Flakes to sponsor it, all nine seasons (plus Winston Cigarettes, 1962-65).
Rob Lambert - September 12, 2019 - Report this comment
More on the mysteries of TV advertising regards to Kellogg's Concentrate. In 1963, CBS replaced the cancelled "Dennis the Menace" with "My Favorite Martian" in the Sunday prime time slot between "Lassie" and "Ed Sullivan." About once a month, a Concentrate commercial would be on, along with regulars Rice Krispies and Corn Flakes and alternate sponsors including Sherwin-Williams house paint. Also, Ray Walston would eat Rice Krispies in opening and closing bumper. In 1966, the caveman-spaceman comedy "It's About Time" replaced "My Favorite Martian," and Kellogg's continued sponsorship. Until November, Concentrate ads were on tri-weekly. On Saturday morning cartoon shows of the era, you wouldn't see any Concentrate, only sugary cereals with Hanna-Barbera characters. On shows like "The Monkees" (NBC), regularly Rice Krispies and Pop Tart ads (also, Apple Jacks, Corn Flakes, Frosted Flakes and Raisin Bran). Kellogg's ad time on "Monkees" limited due to co-sponsorship by Yardley Cosmetics.
Deborah Westphal - February 16, 2020 - Report this comment
I am 57 and will never forget the best cereal I have ever eaten! Kellogg’s- #bringbackkellogsCONCENTRATE
Emma Shires - June 21, 2020 - Report this comment
I loved this cereal when I was growing up. I wish they would bring it back. Please bring it back.
Michael Dapkus - September 10, 2020 - Report this comment
One of the best cereals Kelloggs made...It would revolutionize the cereal industry if they ever brought this back with the original recipe & packaging...including the simple nostalgia this cereal has that is much needed in today's complicated & crazy world ( Hey...Hostess brought back the twinkees)
Rob Lambert - September 11, 2020 - Report this comment
Another old basement reel-to-reel tape, courtesy of a Sheboygan, Wis. antique mall. Included was the audio portion of "What's My Line" on CBS in early 1964. Moderator John Daly pitched Kellogg's Concentrate in a live commercial. Guest panelist was Gene Rayburn. Regulars: Personality Arlene Francis, gossip columnist Dorothy Kilgallen and book publisher Bennett Cerf. Concurrently, Rayburn was hosting a less bawdy version of "Match Game" on NBC.
SierraNevadan - March 23, 2021 - Report this comment
I ate Kellogg's concentrate cereal almost daily as a child growing up in the sixties and seventies. I was never a fan of either the kids cereals or oatmeal. I was so disappointed when it disappeared. I wish Kellogg's would bring this back.. it would be nice to have another non-sugary cereal option on the shelves.
Stephanie - June 07, 2021 - Report this comment
I loved it too! What was it made of?
Rob Lambert - June 07, 2021 - Report this comment
Kellogg's Concentrate was a combination of wheat, corn, oat and rice. Lots of stuff in those small pieces. Concentrate was essentially replaced by Product 19 by 1968. It was no sugar and fat free.
Steve Chou - March 24, 2022 - Report this comment
Kelloggs Concentrate was my favorite cereal years ago. It has been over forty years since I last had it, and just thinking about it I can taste it. It would be wonderful to see it on the shelves again!!
Jay Seagren - September 25, 2022 - Report this comment
I loved Kellogg's Concentrate when I was a kid. Not only as a breakfast cereal, but for dessert I'd sprinkle it liberally over vanilla ice cream. I wish Kellogg's would bring it back real soon. I ain't getting any younger.
Cindy Lirette - January 17, 2023 - Report this comment
Please bring concentrate back!! It’s the only cereal I ate as a child and I refuse to eat any other cereal even as an adult.
Pgh Regi - March 17, 2023 - Report this comment
LOVED LOVED LOVED Concentrate cereal as a child! Oh how I wished they'd make it again.((sigh))
allie - October 10, 2023 - Report this comment
LOVED this cereal, WISH they would BRING IT BACK!!!
Linda - February 22, 2024 - Report this comment
The best cereal growing up. The taste was like no other. Wish it would have never gone away.

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