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
Clara Louise Kellogg in London, but was principally engaged in America. In 1874 Kellogg organized an opera company widely known in the United States, and her enterprise and energy in directing it were remarkable. The company weathered a tragedy on May 26, 1882, when two members -virtuoso pianist Herman Rietzel and bass singer George Conly- drowned on Lake Spofford while on tour. Kellogg retired after marrying Carl Strakosch in Elkhart, Indiana on November 6, 1886. In 1913 she published her memoirs under the title "Memoirs of an American Prima Donna". She died in New Hartford, Connecticut. Clara Louise Kellogg Clara Louise Kellogg (July