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Celebrity Chef Launches Lifestyle/Wellness Brand, Raises $2.2M

August 26, 2021: 12:00 AM EST
Restaurateur, chef, television host, and entrepreneur Michael Chernow has raised $2.2 million to launch Kreatures of Habit, a lifestyle and wellness brand whose goal is to help people establish healthy habits. Investor Gary Vaynerchuk, who led the funding round, was joined by a group of entrepreneurs, media executives, and professional sports figures. Chernow is targeting the $3.3 billion pre-packed oats market with a direct-to-consumer instant oatmeal called The PrOATagonist, a gluten and allergen-free meal containing oats, protein, vitamins and minerals, and omega-3 fatty acids in three flavors. The PrOATagonist comes in a box of seven for $34, and can be obtained via a monthly subscription of $33. The new funds will be spent on marketing and new product development.
Christine Hall, "Celebrity chef Michael Chernow whips up new lifestyle brand, Kreatures of Habit, raises $2.2M", Tech Crunch, August 26, 2021, © Verizon Media
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