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
Kellogg Switchboard & Supply Company ensued, which led to Stromberg-Carlson's reincorporation as a New York state corporation in 1902. Milo Kellogg recovered his health, and discovered what DeWolf had done. Kellogg sued to stop the sale of his stock. In two separate decisions by the Supreme Court of Illinois—"Brown v. Cragg," 230 Ill. 299 (1907) and "Dunbar v. American Telephone and Telegraph," 238 Ill. 456 (1909)—Kellogg retained ownership of his company. In 1903, the Kellogg Switchboard & Supply Company was the target of a bitter strike by the Brass Molder's Union Local 83 and the International Brotherhood of Teamsters. Kellogg Switchboard & Supply was supported