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 Kellogg was born into a prominent and wealthy New England family. He attended prep school, and received two degrees in engineering from the University of Rochester. He married a member of one of Chicago's most prestigious families, and relocated to Illinois. In the 1880s, Kellogg was a manager at Western Electric as superintendent of its Chicago manufacturing and research plant, and also at the Southern Telephone and Telegraph Company. In 1897, with expiring, Kellogg set up a manufacturing firm, the Kellogg Switchboard & Supply Company. Kellogg himself held more than 150 patents, and had invented and the divided multiple telephone