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
Kellogg Switchboard & Supply Company & Supply Company in 1951, rebranding the new division's equipment as ITT Kellogg for a decade. It then became ITT Telecommunications, but reverted to ITT Kellogg in 1986. Among ITT Kellogg's acquisitions in the 1950s was telephone manufacturer Federal Telephone & Radio. In 1958, ITT Kellogg was a contractor to the U.S. Air Force, for which Kellogg build a ground communication system for the ballistic missile base at Cooke Air Force Base. In 1989, ITT sold its telecommunications product lines, including ITT Kellogg, to Alcatel, now Alcatel-Lucent. The company's U.S. operations were later sold and privatized. The remaining business of