Michael Chernow Launches Lifestyle Brand Kreatures of Habit

Michael Chernow Launches Wellness Brand, Kreatures of Habit

Renowned as a restaurateur, chef, television personality, and entrepreneur, Michael Chernow is now expanding his expertise into the realm of lifestyle and wellness. He is the founder of a new brand focused on habit formation.

Securing Seed Funding

Kreatures of Habit, a lifestyle and wellness brand, has successfully secured $2.2 million in funding. This capital infusion is intended to assist individuals in cultivating beneficial daily routines.

Notable Investors

The funding round was spearheaded by seasoned entrepreneur and investor, Gary Vaynerchuk. He was joined by a diverse group of investors, including:

David Meltzer, co-founder of Sports 1 Marketing
Dan Fleyshman, founder of Elevator Studio
Dean Graziosi, acclaimed author
Josh Bezoni, an angel investor
Joel Marion, author and wellness expert
John Lee Dumas, host of “Entrepreneurs on Fire”
Justin Turner, player for the LA Dodgers
Howie Roseman, general manager of the Philadelphia Eagles
Evan Yurman

Inspired by Personal Transformation

The inception of Kreatures of Habit is deeply rooted in Chernow’s personal journey, specifically his 17 years of sustained sobriety. He credits the adoption of positive habits with facilitating his transition from alcohol dependence to a lifestyle centered around nutrition and physical fitness.

From Restaurants to Consumer Goods

This venture represents the latest undertaking for Chernow, who previously established The Meatball Shop and Seamore’s in New York City. Initially conceived as a café, the brand strategically pivoted towards the consumer goods market in response to the challenges presented by the global pandemic.

A Strategic Pivot During COVID-19

Chernow explained that he paused his original plans in early 2020, recognizing the need for reassessment. He realized that scaling restaurants had shifted his focus from direct engagement with people to project management, a change he found less fulfilling.

Focus on Breakfast and The PrOATagonist

He began by concentrating on breakfast, his preferred meal, and analyzing his staple ingredients: oatmeal, protein, and vitamins. This led to the development of The PrOATagonist, a direct-to-consumer instant oatmeal targeting the $3.3 billion pre-packed oats market.

Nutritional Profile and Flavors

The PrOATagonist is a plant-based, gluten-free, and allergen-free meal. It incorporates oats, protein, vitamins, minerals, and Omega-3 fatty acids. Chernow dedicated over a year to perfecting the formula, which is available in chocolate, blueberry-banana, and vanilla flavors.

Strategic Partnerships

To bolster the brand’s market entry, Chernow enlisted Victor Lee, formerly the chief marketing officer of RX Bar, to lead the go-to-market strategy. He is also collaborating with Dan Fleyshman of Elevator Studios.

Investor Enthusiasm

Fleyshman expressed his eagerness to invest following a conversation with Vaynerchuk. He highlighted the appeal of combining Chernow’s experience and passion with Vaynerchuk’s branding expertise, as well as the advantage of creating a brand centered around a tangible product.

Future Product Development

The newly acquired funding will be allocated to both marketing initiatives and ongoing product development. Chernow revealed plans for a pipeline of products focused on morning routines and snacks.

Long-Term Vision

The brand intends to release capsule collections seasonally, alongside a comprehensive range of SKUs over the next three to five years, ensuring a consistent flow of innovative offerings.