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
Winthrop Kellogg Gua from her mother and other chimpanzees. Additionally, since the study had been written in public friendly way and picked up by media, some critics characterized the study as one seeking publicity and excitement. In 1950, Kellogg left Indiana University for Florida State University. While it marked the end of his research on conditioning in dogs, it also marked the beginning of an entirely new focus of research. Kellogg would shift his attention to the study of bottle-nosed dolphins, an area of interest that would fill up the next 13 years. At Florida State, Kellogg was given the opportunity to