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
John Harvey Kellogg wife, James White, Ellen G. White, C. W. Post, Uriah Smith, and Sojourner Truth. Kellogg was brought up in the Seventh-day Adventist Church from childhood, at a time when members commonly engaged in theological speculation. Selected as a protegé of the Whites and trained as a doctor, Kellogg held a prominent role as a speaker at church meetings. Throughout his lifetime, Kellogg experienced pressure from both science and religion regarding his theological views. At the Seventeenth Annual Session of the General Conference of Seventh-day Adventists, October 4, 1878, the following action was taken: Kellogg attempted to defend "the harmony of