Battle Creek became the leading center of ready-to-eat cereal production, where early efforts to turn grains into appetizing new foods for Sanitarium guests helped revolutionize eating habits around the world. In the early 1900's, more than 40 cereal manufacturers in the city used “Made in Battle Creek” as a powerful selling phrase. Packaged breakfast foods from “Foodtown, U. S. A.” brought benefits and convenience to millions and made Battle Creek one of the best known cities of its size in the world.