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
Belle Kellogg Towne Belle Kellogg Towne Isabella Electa "Belle" Kellogg Towne (June 1, 1844 -1923) was an author and journalist. Isabella Electa "Belle" Kellogg was born in Sylvania, Wisconsin, on June 1, 1844. She was the daughter of Seth H. and Electa S. Kellogg. In the 1880s Belle Kellogg Towne was asked to take charge of the various young people's papers published by the David C. Cook Publishing Company, of Chicago. There she found a wide field, not only for her literary gift, but executive ability. The "Young People's Weekly", the most noted of the periodicals published by that firm, was ranked among