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
The Road to Wellville (film) bath, and the discovery of yet another death, Will suffers a breakdown, flees the sanitarium, gets drunk and eats meat. At a restaurant, he meets Ossining, and agrees to invest $1,000 in his health food business. Will returns drunk to the sanitarium, where he is reprimanded by Dr. Kellogg and is abandoned by a distraught Eleanor. Ossining's business is a disaster, with no edible product. He and the partners resort to stealing Kellogg's cornflakes and repackaging them in their own boxes. Ossining meets his aunt, his sole investor, on visiting day at Kellogg's sanitarium, and is there exposed as a