On August 8, 1894, John and William Kellog were busy preparing granola for the patients of the Battle Creek Sanitarium, where the older brother (John) was the superintendent. No sooner had they cooked a batch of wheat than they were called to attend some other pressing matters. After some time they discovered that the wheat had gone stale, but they decided to process it further anyway. The wheat broke into flakes, which was quite surprising, but the brothers didn’t want to waste any food so they roasted the pieces and served them to the sanitarium patients. The new flaked cereal quickly became a success, so much so that the patients would even buy it from the sanitarium to bring back home!
This marvelous turn of events encouraged the brothers to start mass production of the cereal. To increase the popularity of the product even further, William proposed adding sugar for taste. And that’s when the infamous family feud began. You see, the Battle Creek Sanitarium was owned by the Seventh-day Adventist Church of which doctor John Kellogg was a devout follower. He was especially focused on the church’s views on diet and health, which included promoting sexual abstinence. But what does it have to do with cereal? Well, John’s aim was to serve food that was as bland as possible so that it could serve as an anaphrodisiac and discourage any sexual activity, in particular masturbation which he saw as a deadly habit. He once even said that “neither the plague, nor war, nor small-pox, nor similar diseases, have produced results so disastrous to humanity as the pernicious habit of onanism.” Now imagine how John could have responded to his brother’s idea of adding sweet sweet sugar to corn flakes! This event started a legal battle that ended in Will starting his own company which we know today as Kellogg’s.
I hope you’ll think of this tale of two brothers next time you enjoy your sweetened, mundane bowl of cereal.
If you want to learn more about the views and practices of John Kellogg, check out this Sawbones episode. Fair warning though, John was a eugenicist with very disturbing ideas for “treating” some of his patients.