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 problems to solve new problems. While continuing to test Paddy, Kellogg and his colleague Rice found a difference in her responding when presenting a stimulus in the air versus in the water. Of 25 pairs of stimuli presented under water, Paddy was correct 84% of the time. Of the pairs presented above the water, Paddy was never correct except when she had discriminated the pair under water previously. Wondering what might be wrong, Kellogg decided to see the set-up from Paddy's point of view. July 14, 1962, Kellogg wrote: For the first time we made some dives to see what