William Kellogg was born in Battle Creek, Michigan. 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 flaked wheat, they developed a cornflake, and in 1905 Will went on his own to form the Battle Creek Toasted Corn Flake Co. It was soon renamed the W.K. Kellogg Co., and he achieved great financial success with his line of breakfast foods and revolutionized the word's breakfast eating habits. He was a pioneer in large national advertising campaigns to promote a product. In 1929 he retired as president 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.