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
Ella Eaton Kellogg Ella Eaton Kellogg Ella Eaton Kellogg (April 7, 1853 - June 14, 1920) was an American pioneer in dietetics who taught and wrote on the subject. She was educated in Alfred University (B.A. 1872, A.M. 1875); and the American School Household Economics (1909). In 1875, Kellogg visited the Battle Creek Sanitarium, became interested in the subjects of sanitation and hygiene, and a year later enrolled in the Sanitarium School of Hygiene. Later on, she joined the editorial staff of "Good Health" magazine, and in 1879, married Dr. John Harvey Kellogg, superintendent of the Battle Creek Sanitarium. Kellogg was prominently identified