Kreatures of habit is a technology company.
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 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]
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 |
|---|---|---|---|
| Aug 1, 2021 | $2.0M Seed | Blueberry Ventures, Klossy, Marcy Venture Partners, Samsung NEXT Ventures, SLVC, Vayner RSE, Ryan Tedder |