 However, after co-founding the Battle Creek Toasted Corn Flake Company — later the Kellogg Company cereal manufacturer — with his brother Will Keith Kellogg in 1906, John Kellogg observed the success of Perky's product and offered to buy its patent from him, but at too low a price to pique Perky's interest.Premiering to the public at Chicago's World Columbian Exposition in 1893, shredded wheat cereal was then manufactured by The Natural Food Company in Niagara Falls, New York in 1901.It became the Shredded Wheat Company in 1904.