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
Sanford Brown Kellogg Sanford Brown Kellogg Sanford Brown Kellogg (April 13, 1822 – April 14, 1893) was an American lawyer and politician. Kellogg, third son of George C. and Clarissa (Brown) Kellogg, was born in New Hartford, Litchfield County, Connecticut, on April 13, 1822. He graduated from Yale College in 1843. He was admitted to the bar in New Haven, after three years of legal study, the last year being spent at the Yale Law School. He began the practice of law in St. Louis, Mo., in partnership with Samuel Knox, in October, 1846. He was liberal and public spirited, and actively interested