Editing Breakfast cereal (section)

===Kellogg and Battle Creek, Michigan===
[[File:AdvertisementKelloggsToastedCornFlakesMotherGuess1910.jpg|thumb|upright|1910 Kellogg's Corn Flakes advertisement]]
Packaged breakfast cereals were considerably more convenient than a product that had to be cooked, and as a result of this convenience (and clever marketing), they became popular. [[Battle Creek, Michigan]], was a center both of the [[Seventh-day Adventist Church]] and of innovation in the ready-to-eat cereal industry, and indeed, the church had a substantial impact on the development of cereal goods through the person of [[John Harvey Kellogg]] (1851–1943). Son of an Adventist factory owner in Battle Creek, Kellogg was encouraged by his church to train in medicine at [[Bellevue Hospital Medical College]] in New York City in 1875. After graduating, he became medical superintendent at the [[Battle Creek Sanitarium|Western Health Reform Institute]] in Battle Creek, established in 1866 by the Adventists to offer their natural remedies for illness.  Many wealthy industrialists came to Kellogg's sanitarium for recuperation and rejuvenation.

In Battle Creek sanitarium guests found fresh air, exercise, rest, [[hydrotherapy]], a strict vegetarian diet, and abstinence from alcohol, tobacco, coffee, and tea. (They were accustomed to breakfasts of ham, eggs, sausages, fried potatoes, hot biscuits, hotcakes (pancakes), and coffee.) To supplement the center's vegetarian regimen, Kellogg experimented with granola. Soon afterwards he began to experiment with wheat, resulting in a lighter, flakier product. In 1891 he acquired a patent and then in 1895 he launched the [[Corn flakes|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.<ref>Horace B. Powell, ''The Original Has This Signature – W. K. Kellogg'' (1956)</ref><ref>{{cite journal | vauthors = Hotchkiss R | year = 1995 | title = Kelloggs of Battle Creek | journal = American History | volume = 29 | issue = 6| pages = 62–66 }}</ref><ref name=atlantic2016>{{Cite web|url=https://www.theatlantic.com/business/archive/2016/06/how-marketers-invented-the-modern-version-of-breakfast/487130/|title=Why Cereal Has Such Aggressive Marketing|last2=Priceonomics|first1=Alex|last1=Mayyasi|date=16 June 2016|website=The Atlantic|language=en-US|access-date=26 January 2020}}</ref>