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
Corn flakes Corn flakes Corn flakes, or cornflakes, is a breakfast cereal made by toasting flakes of corn (maize). The cereal was created by John Harvey Kellogg in 1894 as a food that he thought would be healthy for the patients of the Battle Creek Sanitarium in Michigan where he was superintendent. The breakfast cereal proved popular among the patients and the Kellogg Company (Kellogg's) was set up by Dr. John's brother, Will Kellogg, to produce corn flakes for the wider public. A patent for the process was granted in 1896. With corn flakes becoming popular in the wider community, a previous