Will Keith Kellogg (April 7, 1860 – October 6, 1951), an American industrialist in food manufacturing, entrepreneur and a major philanthropist. Kellogg is best known as the founder of the Kellogg Company, which altered the notion of breakfast for generation of Americans and to this day produces a wide variety of popular breakfast cereals. In 1930 he established the W. K. Kellogg Foundation, ultimately donating $66 million to it. His company was one of the first to put nutrition labels on foods. He was also the first to offer a prize for children inside the box after he realised that kids influence buying decisions, thus galvanising the brand's success. As early as 1931, the company sponsored children's radio programs, tried other forms of national advertising and expanded its operations overseas.