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
Laura Cornelius Kellogg by the "Los Angeles Times", Kellogg said she "did not consider her education complete until she had some knowledge of the social life, the art and literature of the French and English." Kellogg also wanted to forge connections and begin a movement in America to work to reorganize Indian affairs. The "Des Moines Daily News" reported that Kellogg was in London "attempting to set on foot a movement for the improvement her tribe, the Iroquois." While touring Europe, Kellogg developed a particular interest in the Garden city movement of urban planning in England, Germany and France, and visioned the model