With corn flakes becoming popular in the wider community, a previous patient at the sanitarium, C. W. Post, started to make rival products.

As well as being used as a breakfast cereal, the crushed flakes can be a substitute for bread crumbs in recipes and can be incorporated into many cooked dishes.

According to some accounts, Ella suggested rolling out the dough into thin sheets, and John developed a set of rollers for the purpose.

It is generally agreed that upon being called out one night, John Kellogg left a batch of wheat-berry dough behind.

[8] Will later insisted that he, not Ella, had worked with John, and repeatedly asserted that he should have received more credit than he was given for the discovery of the flaked cereal.

[5][9] The flakes of grain, which the Kellogg brothers called Granose, were a very popular food among the patients.

[10] In 1907, his company ran an ad campaign which offered a free box of cereal to any woman who winked at her grocer.

[11] 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.

[16][17][failed verification] Kellogg did promote a "simple, pure and unstimulating diet" for that reason, but the marketing and patent on corn flakes made no mention of it.

They are made by mixing corn flakes with honey, butter and sugar and baking in patty cases or muffin cups.