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Kreatures of Habit is a wellness and consumer packaged goods (CPG) brand offering plant-based, gluten-free, superfood-laced nutrition products, including Meal One overnight oats and Daily Bar, aimed at supporting healthy habits from wake-up to wind-down. The company raised $2.2 million in seed funding in 2021 and reported approximately $3.28 million in revenue, total assets of $1.42 million, and a net loss of $388,000 in its most recent fiscal year. Currently valued at $16.02 million for its 2025 crowdfunding round, Kreatures of Habit is conducting a Reg CF equity crowdfunding campaign on StartEngine, seeking up to $1.23 million. Prominent investors in the brand include Gary Vaynerchuk, David Meltzer, Dan Fleyshman, Dean Graziosi, Justin Turner, and Howie Roseman. Founded by restaurateur Michael Chernow, the company launched its initial product line around 2021.
Kreatures of habit has raised $2.0M across 1 funding round.
Kreatures of habit has raised $2.0M in total across 1 funding round.
Kreatures of habit has raised $2.0M across 1 funding round. Most recently, it raised $2.0M Seed in August 2021.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Aug 1, 2021 | $2M Seed | — | Blueberry Ventures, Klossy, Marcy Venture Partners, Samsung Next Ventures, SLVC, Vayner RSE, Ryan Tedder | Announced |
Kreatures of habit has raised $2.0M in total across 1 funding round.
Kreatures of habit's investors include Blueberry Ventures, Klossy, Marcy Venture Partners, Samsung NEXT Ventures, SLVC, Vayner RSE, Ryan Tedder.
Kreatures of Habit is a wellness and lifestyle brand founded by restaurateur Michael Chernow, specializing in performance-driven products like high-protein, plant-based superfood oatmeal (The PrOATagonist) and natural sleep aids to promote healthy daily habits from morning to night.[1][2][3] It serves health-conscious consumers seeking convenient, gluten-free, allergen-free nutrition, solving the problem of establishing positive rituals amid busy lifestyles by combining fitness, nutrition, and apparel.[2][3] The company has shown growth momentum with revenue reaching $3.28 million in its most recent fiscal year, up slightly from $3.21 million prior, alongside a $2.2 million seed raise in 2021 and a crowdfunding campaign on StartEngine.[3][4]
Kreatures of Habit emerged from Michael Chernow's personal transformation, celebrating 17 years of sobriety by replacing alcohol with habits centered on nutrition and fitness.[2][3] A former NYC restaurateur who co-founded popular spots like The Meatball Shop and Seamore’s, Chernow—known as a fitness enthusiast and foodie—pivoted during the 2021 pandemic from a café concept to direct-to-consumer products, starting with his optimized oatmeal formula developed over a year of testing in flavors like chocolate, blueberry-banana, and vanilla.[2][3] Early traction included hiring ex-RX Bar CMO Victor Lee for go-to-market strategy and launching with a $34 box subscription targeting the $3.3 billion pre-packed oats market.[3] Pivotal moments: raising $2.2 million seed funding and expanding via equity crowdfunding on StartEngine.[3][4]
While not a pure technology company, Kreatures of Habit leverages direct-to-consumer e-commerce tech (using tools like Cloudflare, Akamai, and Intuit) in the $3.3 billion pre-packed oats segment of the booming $100+ billion global wellness market, riding trends in personalized nutrition and habit-forming DTC brands post-pandemic.[1][3] Timing aligns with rising demand for convenient, functional foods amid remote work and health awareness, amplified by Chernow's celebrity chef status and sobriety narrative resonating in influencer-driven wellness.[2][3] It influences the ecosystem by democratizing premium wellness via subscriptions and crowdfunding, fostering community through apparel and events, and expanding product lines to compete with RX Bar-style disruptors.[3][4]
Kreatures of Habit is poised to scale its habit-building empire with new snack and morning products, leveraging $3M+ revenue and crowdfunding to fuel R&D and retail expansion beyond DTC.[3][4] Trends like AI-personalized nutrition and sober-curious movements will shape its path, potentially amplifying influence through partnerships (e.g., Gary Vee ties) and broader lifestyle drops.[4] As DTC matures, expect evolution toward omnichannel presence, tying back to its core: empowering everyday rituals for a "better-for-you life in style."[2]
