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
What I Was What I Was What I Was is Meg Rosoff's third novel for young adults. The book was published in 2007, and was shortlisted for both the Costa Children's Book Award and the Carnegie Medal. "What I Was" tells the story of a secret friendship between two teenagers, one an unhappy public schoolboy and the other living an independent and isolated life on the beach near the school. It is set on the East Anglian coast in 1962. The book is framed as the reminiscence of an old man recalling the year he discovered love. It is written as a first-person