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
Ensign H. Kellogg Ensign H. Kellogg Ensign Hosmer Kellogg (July 6, 1812 – January 23, 1882) was a U.S. lawyer, businessman, and politician who served as a member of, and in 1850 as the Speaker of, the Massachusetts House of Representatives, in the Massachusetts State Senate. Kellogg was born in July 1812 to Elisha and Jane (Saxton) Kellogg in Sheffield, Massachusetts. Kellogg was president of the Western Massachusetts Insurance Company from 1857 to 1865, and the Berkshire Agricultural Society in 1860 and 1861. Kellogg was both president of the Pontoosuc Woolen Company from 1861, and of the Agricultural National Bank from 1866, until