March 2004
Marketing (00253650);3/11/2004, p48
Trade Publication
Industry Overview
In 1884, the doctor who gave his name to the brand was superintendent of the Battle Creek sanitorium in Michigan and his brother developed a nutritious food for patients. One day, a laboratory accident exposed some cooked wheat to the open air for a day. Wheat flakes were then created from it by processing it through rollers, which also ensured an even distribution of moisture. The patients loved the new food and demanded supplies even after leaving the sanitorium. As a result, one brother set up a company that still bears the same name. Its success spawned many imitators. To counter this, the company's founder put his name and signature on each individual pack.


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