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
Chris Kellogg Ithaca, New York, Kellogg became a part-time radio DJ at the college radio station, WICB. Upon graduation, Kellogg earned a night shift at WNKI, Wink 106 in Corning, New York. Kellogg's hosted his first full-time morning show a year later in Tupelo, Mississippi, at WWKZ. Kellogg is currently the morning host of "The Kellogg Krew" on 94.7 WMAS in Springfield, Massachusetts. It was while he was working at WCTZ-FM in Norwalk, Connecticut that Kellogg was hired by Citadel Broadcasting after a nationwide search for a new host in 2007. "The Kellogg Krew" morning show started on October 15, 2007 with