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
KBR (company) Greenway. Kellogg's entry into process engineering initially focused on the Fleming cracking process, but in the 1920s Kellogg partnered with The Texas Company (Texaco) and Standard Oil of Indiana to purchase the Cross thermal cracking process. Kellogg set up one of the first petroleum laboratories in the country in 1926 to commercialize and then license the technology. This led to Kellogg building some 130 units in the United States and abroad. In the 1930s and 1940s, Kellogg worked with leading refiners on various technologies. For the war effort, these developments led to the construction of six hydroreformer units, twenty fluid