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
W. K. Kellogg Foundation W. K. Kellogg Foundation The W. K. Kellogg Foundation was founded in June 1930 as the W. K. Kellogg Child Welfare Foundation by breakfast cereal pioneer Will Keith Kellogg. In 1934, Kellogg donated more than $66 million in Kellogg Company stock and other investments to the W. K. Kellogg Trust (equivalent to $ in ). As with other endowments, the yearly income from this trust funds the foundation. In the early 21st century, the foundation is the seventh largest philanthropic foundation in the U.S. In 2005, the foundation reported that the total assets of the foundation and its trust were