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 Interchange Occasionally Kellogg Hill is used to describe the interchange; however, most traffic reporters properly describe Kellogg Hill as the actual hill that the San Bernardino Freeway climbs between West Covina and the Kellogg Interchange. This hill is often backed up due to slow trucks, especially on the westbound side where there is no additional truck lane. The crest of the hill is near the Via Verde onramp in San Dimas. Until 2002, Interstate 210 connected with the Kellogg Interchange; that section of the 210 north of the interchange no longer exists as it has been resigned as State Route 57.