From the company's home base in Battle Creek, Michigan, Kellogg Company is in a constant battle for the #1 spot in the US cereal market with its main rival, General Mills. Kellogg, founded in 1906, boasts many familiar brand names, including Kellogg's Corn Flakes, Frosted Flakes, Corn Pops, and Rice Krispies as well as the Kashi brand. While the company works to fill the world's cereal bowls, it supplements its bottom line with snacks and cookies (Keebler, Cheez-It, and Famous Amos), along with convenience foods such as Eggo waffles and Nutri-Grain and Bear Naked cereal bars. Its products are sold worldwide.