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AISLE 3 · CEREAL
Concentrate
by Kellogg's
Yes — Concentrate faded quietly from shelves; the last documented mention of it on sale is from 1981, and it has never returned. Special K Protein is the closest thing to a spiritual successor.
A gold foil box of tiny, absurdly nutrient-dense flakes — 'diet insurance' for the space-age household, meant to be sprinkled on everything from casseroles to desserts. A serving was a couple of tablespoons, it looked like fish food, and its fans adored it anyway.
🧾 One more thingBuilt to out-nutrify Kellogg's own Special K, its ads bragged about 40% protein decades before protein was cool. When a devotee later asked Kellogg's why it vanished, the reported answer was pure accounting: 'not cost effective to make.'
Filed under: Cereal · the ’70s & earlier
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