The flakes of grain, which the Kellogg brothers called "Granose", were a very popular food among the patients. The brothers then experimented with other flakes from other grains. In 1906, Will Keith Kellogg, who served as the business manager of the sanitarium, decided to try to mass-market the new food. At his new company, Battle Creek Toasted Corn Flake Company, he added sugar to the flakes to make them more palatable to a mass audience, but this caused a rift between his brother and him. In 1907, his same company ran an ad campaign which offered a free box of cereal to any woman who winked at her grocer. To increase sales, in 1909 he added a special offer, the "Funny Jungleland Moving Pictures Booklet", which was made available to anyone who bought two boxes of the cereal. This same premium was offered for 22 years. At the same time, Kellogg also began experimenting with new grain cereals to expand its product line. Rice Krispies, his next great hit, first went on sale in 1928.