Kreatures of Habit, launched by chef Michael Chernow, debuted with a direct-to-consumer instant oatmeal called The PrOATagonist that combines oats, protein, vitamins, minerals and Omega-3s. The PrOATagonist is plant-based, gluten- and allergen-free, sold in a box of seven for $34 or via a $33 monthly subscription. Chernow developed the formula over more than a year and offers three flavors: chocolate, blueberry-banana and vanilla. The brand began as a café concept but pivoted to consumer goods during the COVID-19 pandemic. Kreatures of Habit is targeting the $3.3 billion pre-packed oats market and has hired former RX Bar CMO Victor Lee to lead go-to-market. The new $2.2M funding will be used largely for marketing and product development. Chernow says the company has a product pipeline focused on morning and snack occasions, with capsule drops three times a year, seasonal lines and a full suite of SKUs planned over the next three to five years.

Total raised

$2M

Funding rounds

1

Latest round

Equity

Latest activity

Aug 2021