Breakfast cereal he launched the Cornflakes brand, which overnight captured a national market. Soon there were forty rival manufacturers in the Battle Creek area. His brother William K. Kellogg (1860–1951) worked for him for many years until, in 1906, he broke away, bought the rights to Cornflakes, and set up the Kellogg Toasted Corn Flake Company. William Kellogg discarded the health food concept, opting for heavy advertising and commercial taste appeal. Later, his signature on every package became the company trademark. The second major innovator in the cereal industry was Charles W. Post, a salesman who was admitted to Kellogg's sanitarium as
Winthrop Kellogg Edey Winthrop Kellogg Edey Winthrop Kellogg "Kelly" Edey (1938–1999) was a noted collector and horologist who lived in Manhattan, New York City. His collection of timepieces is now in the Frick Collection. He also makes appearances in Andy Warhol's "Screen Tests". Through his mother's family, Kelly was an heir of Morris W. Kellogg, founder of a major engineering company. He grew up in Upper Brookville, Long Island and graduated from Amherst College. His father, Maitland Edey, was an author and editor of Time-Life Books; his mother, Nancy Winthrop Edey was a psychiatrist and activist in the field of women's reproductive rights.