The two brothers started to about to argue about the future of their cereal. John wanted it to be part of his health center only, while will wanted to start a cereal company. This argument turned brother against brother, and they stopped working together. In 1906, Will opened his own cereal company, called the Toasted Corn Flake Company, and started to sell corn flakes. By 1907, his company was producing 2,900 cases of cereal every day. Will increased sales of his cereal all the time, spending millions on advertising.