Dawnbreaker: Protein Oatmeal
- KLS
- 1 minute ago
- 8 min read
For the 230th feature of our "Together Talks" campaign, we collaborated with Dawnbreaker and Co-Founder, Nicholas Lagonia.
They make the cleanest instant oatmeal on the market.
Their product includes 16 of whey protein, gluten free oats, 1-6g of sugar and nothing artificial.
"Together Talks" feature # 230: Dawnbreaker Oats presented by KLS - Your Trusted Shipping Solutions In The USA
What separates you from your competition? What have been the biggest challenges? Goals for upcoming year + Next phase of the company?
What have you learned since becoming an entrepreneur? What aspect of entrepreneurship do you appreciate the most? Share a decision that you made that was detrimental?
Story of how it was created?
My partner, Scott, and I worked together at Peloton. That’s really where it all began for us. I joined in 2014, in the very early days. Scott came on around 2016. We became fast friends pretty quickly.
My entire career had been in content strategy and production. I focused on talent development, content programming, and worked very closely with instructors, helping shape and elevate the content from that side of the business. Scott, on the other hand, was deeply rooted in the technical infrastructure. He worked in IT and built out much of the technical program management function, overseeing large-scale projects and systems. We were coming at the same company from two very different angles—creative and technical—which ended up being a powerful combination.
Over the years, our friendship deepened. I always give Scott a lot of credit for helping me start my weight-loss journey. We began training together in this intense, almost dungeon-like gym in New York City. Scott is a veteran and comes with serious discipline and pedigree. He really helped me learn how to train properly. It’s funny—despite producing a tremendous amount of fitness content and knowing the theory behind it, actually doing it consistently and seriously was another level entirely. He pushed me to close that gap.
As we started training hard, I began taking it extremely seriously. The business idea came about organically. We needed fuel before our morning workouts, so we started mixing our own whey protein with oatmeal. It was messy, inconvenient, and something we had to do every single morning. Eventually, we thought, “Why are we doing this ourselves? Surely there must be a great option out there.”
But when we looked at the instant oatmeal aisle, we were shocked. You would assume there would be tons of innovation in that category. Instead, it was the same brands most of us have seen our entire lives. That surprised us. We kept asking: Why hasn’t this category evolved?
About a year later, both Scott and I were in transitional phases. We had left Peloton. We had always talked about starting a business together, and one day we looked at each other and said, “Let’s go all in.” In August 2023, we formed our LLC and dove in headfirst.
We had seen firsthand how a startup could scale into an IPO. But that was hardware and technology. Food was an entirely different animal. We had to learn food manufacturing from scratch. We had to understand what it actually means to sell a food product—formulation, supply chains, regulations, margins, everything.
The first thing we did was hire a food developer out of Oregon. Could I have made something in my kitchen? Maybe. But we didn’t want a kitchen experiment. We wanted a recipe that could scale from day one—a formula that could go straight to a co-manufacturer and be commercialized properly.
The process took about six months of back-and-forth. Our initial formulation was nearly 300 calories per serving and had 20 grams of protein because we assumed that’s what consumers wanted: more protein, no matter what. But we quickly ran into issues with texture—chalkiness, density, consistency. Getting it right took time. Eventually, we felt we nailed it.
Meanwhile, in the background, we built an entirely different brand than the one you see today. We originally launched under the name Misery and Mayhem. It had a punk rock edge. People compared us to Liquid Death, although that wasn’t intentional—we just loved that bold, irreverent aesthetic. Throughout 2024, we built the brand, raised a bit of capital, and launched in February 2025 as Misery and Mayhem.
Our core belief was that oatmeal had been boring and beige forever. It needed an overhaul. Yes, there has been innovation in oats—brands like Oats Overnight and Mush are doing interesting things—but those are cold, overnight formats. We kept asking: Why isn’t anyone reinventing hot instant oatmeal? It felt like a no-brainer.
That was part one of the story.
What separates you from your competition?
We ultimately landed on a 16-gram protein formulation. Originally, we had 20 grams, but the real issue wasn’t formulation—it was pricing. We assumed consumers would happily pay $24.99 for a six-pack if it had more protein. That assumption was wrong.
We invested in consumer insights—something we admittedly should have done earlier. We ran extensive surveys and tested both brand perception and pricing tolerance. The feedback was blunt: the branding didn’t make sense for oatmeal. A snake on your oatmeal box? It might work for hot sauce or beef jerky, but not breakfast. That realization led to our rebrand.
On formulation, consumers told us clearly: they wouldn’t pay that price point. So we adjusted. We reduced protein slightly to 16 grams and optimized the serving size. Interestingly, that also lowered our overall sugar content, which was a win-win.
From a product standpoint, here’s where we differentiate:
First, we use organic oats. Major competitors like Quaker Oats Company and Kodiak Cakes do not use organic oats in their core products.
Second, we use a high-quality oat flake that dissolves exceptionally well, allowing the protein to integrate smoothly.
Third, we don’t rely solely on whey protein. We use a whey plus milk protein dairy blend that creates a much creamier texture and eliminates chalkiness.
Finally, sugar. Quaker’s maple protein SKU has around 11 grams of sugar. Kodiak sits around 10 grams of added sugar. Our maple flavor has only four grams of total sugar while delivering 16 grams of protein.
So we outperform on oat quality, protein quality, sugar reduction, and protein amount in base offerings. For us, it’s about elevating the entire category—not just slapping protein into oatmeal.
What have been the biggest challenges?
The first major challenge was capital. We weren’t in a position to bootstrap everything. Raising money is only the beginning. Once you have it, you need enough runway to learn—because nobody has a crystal ball.
You can’t fully predict how consumers will perceive your brand, your packaging, your pricing, or where they expect to buy your product. A huge challenge is having enough cash to experiment, iterate, and survive the learning curve.
Operationally, minimum order quantities (MOQs) are brutal. Early on, vendors will offer small “sweetheart” deals—30 pounds of apples, 200 pounds of protein. But the next order jumps to 1,500 pounds or multiple pallets. When you’re early-stage, you don’t have the sales to justify those volumes, nor the cash to support them. That tension is very real.
Advisors are another learning experience. They can open doors and provide guidance, but they are not building your business day to day. We initially believed certain advisors or agencies would be the unlock. That’s not how it works. You need to build momentum yourself first—raise your batting average before expecting a home run.
There’s a line in the film The Social Network: “We don’t know what Facebook is yet.” That resonated deeply with us. You can’t expect someone to scale something when you’re still figuring out what it is.
Goals for upcoming year + Next phase of the company?
We officially launched Dawnbreaker Protein Oatmeal in October 2025.
Our primary focus now is building a strong D2C subscription base through Shopify. We recently completed a full e-commerce overhaul. The goal is to drive traffic, convert customers, and build recurring revenue.
We’re investing in Meta and Google, but we’re placing heavy emphasis on founder-led content. I’ve spent my entire career in content, but rarely on camera. Now, modern marketing demands authenticity. Customers want to know who’s behind the product. So Scott and I create much of our content ourselves, building trust and connection.
Next, we plan to launch on Amazon in late spring. After that, we’re pursuing thoughtful retail expansion—small, strategic placements rather than rapid, expensive rollouts. Retail is costly and full of pitfalls. Our strategy is to build Dawnbreaker as a D2C powerhouse first, establish Amazon, and then expand retail carefully over the next few years.
What have you learned since becoming an entrepreneur?
Entrepreneurship demands more of you than you expect. You’re not just building a business—you’re building yourself.
Corporate life, even at a high level, has structure. Entrepreneurship does not. You wear every hat. You live with constant financial pressure. You operate in uncertainty daily.
The biggest lesson has been resilience—developing thick skin, facing adversity, and showing up every day regardless. It can also be isolating. Even with a co-founder, you’re on an island in many ways.
What aspect of entrepreneurship do you appreciate the most?
Creativity.
I love creating something tangible—especially a better-for-you product. Branding, content, thinking about the future—it’s energizing. It’s hard, but it’s fun.
And beyond creativity, I take pride in improving someone’s morning. If Dawnbreaker can make breakfast healthier and more exciting, that matters. Our North Star is simple: give people a better breakfast.
That keeps me going.
Share a decision that you made that was detrimental?
I don’t consider Misery and Mayhem a mistake. It was a learning moment. If it had taken off, we would have looked like geniuses. We believed in it.
What was detrimental was over-investing in agencies pre-launch. We spent tens of thousands of dollars on agency work that did not move the needle. No one forced us—we signed those agreements. But it drained capital that should have been reserved for post-launch marketing.
Another trade-off was hiring a food developer. It worked beautifully—we love our product—but it reduced agility. Iterating flavors now is a heavy lift that takes months. That’s the trade-off of building something scalable from day one.
We also outsourced fulfillment early. While efficient, it limited our ability to add personal touches like handwritten notes or surprise extras. In the beginning, those small touches can matter.
Do you have a moment that brings you the most joy?
Getting accepted into retail after the rebrand was deeply validating. Retailers that had passed on Misery and Mayhem embraced Dawnbreaker.
Hearing, “You made the right call,” felt incredible. The rebrand didn’t hurt—it felt right. It felt like the product finally matched its identity.
New trial initiative?
Trust is everything for a new brand.
We’ve built strong social momentum, but that doesn’t automatically convert to sales. So we launched a trial initiative: customers can try Dawnbreaker for $7, and we’ll refund them—no strings attached.
Over 40% of customers who try it come back. That’s powerful. But oatmeal isn’t a flashy snack—it’s breakfast. We have to earn attention and trust. Getting the product into people’s hands is our biggest push right now.
Piece of Advice
It’s easy to become obsessive about your company. Sleepless nights, constant thinking, endless work.
My biggest advice: step away.
Protect time with friends, family, partners, hobbies—whatever grounds you. No business should come before your loved ones. Ironically, stepping away will make you a better founder, a better operator, and a better creator.
You can build something meaningful without losing yourself in the process.
Promo Code
Purchase from their website, Dawnbreaker, and use promo code below!
DAWN20 -> 20% off
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In Closing
KLS wants to thank Dawnbreaker and Co-Founder, Nicholas Lagonia, for today's "Together Talks" feature. Follow along for their journey with their social handles below!