Kellogg, W. K.

Kellogg, W. K. (Willie Keith) (1860–1951) cereal manufacturer, philanthropist; born in Battle Creek, Mich. After working as a broom salesman, he worked with his brother, Dr. John H. Kellogg, during the 1890s to develop new ways to prepare grain for breakfast cereals. After their first success with a flaked wheat, they developed a corn flake and in 1905 Will went on his own to form the Battle Creek Toasted Corn Flake Company. It was soon renamed the W. K. Kellogg Company, and although he achieved great financial success with his line of breakfast foods and revolutionized the world's breakfast-eating habits, he had to fight a long legal battle with his brother over the right to use the family name on his products. He was a pioneer in large national advertising campaigns to promote a product. He retired as president in 1929 but remained chairman of the board until 1946. In 1930 he established the W. K. Kellogg Foundation, which became one of America's richest philanthropic organizations.