In 1863, James Caleb Jackson, a religiously conservative vegetarian who ran a medical sanitarium in western New York, created a breakfast cereal from graham flour dough that was dried and broken into shapes so hard they needed to be soaked in milk overnight. He called it granula. John Harvey Kellogg, a surgeon who ran a health spa in Michigan, later made a version and named it granola. Using the same idea, a former Kellogg patient, C.W. Post, created Grape-Nuts, which would become the first popular product to offer a discount coupon.
The whole article is generally interesting.