A typical ad for Post Health Products, Kellogg´s toughest competitor in the first half of the century. The headline of this and from 1925 refers to the pamphlet “The Road to Wellville”, written by the company´s founder, C.W. Post, in 1903. It was added to each pack of Post Health Products. The I I-page treatise extolled the virtues of a balanced diet, of drinking large amounts of water, and of moderate exercise.