He moved on and pitched Scripps. In his meetings, executives said they'd wanted to do a vegan series ever since Coscarelli's Cupcake Wars episode, but none of the concepts or hosts they'd seen were strong enough. "They were like, 'We think you're the host that can pull this off,'" Wrobel said. There was a caveat, however. [They said,] “We weren't going to push the word 'vegan' in terms of the marketing or the concept."
The pilot of his show, How to Live to 100, debuted on the Cooking Channel on January 6, 2013, earning the channel's top ratings of the day, according to Wrobel. The network ordered a season, to air in 2014. In each episode, Wrobel offered healthy takes on American comfort foods -- Buffalo cauliflower, vegetable casseroles, pasta with "neatballs" -- without ever uttering the v-word, thereby avoiding the risk of losing viewers who might be turned off by cooking labeled as vegan. Four episodes in, he got a call. The ratings didn't meet the network's expectations, nothing against Wrobel. They really wanted this to work; audiences just still wanted burgers, beer, and bacon. "That's a direct quote," said Wrobel.