Here's What Happened To Nui After Shark Tank

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If you watch ABC's "Shark Tank" just for the food, you're not alone. The entrepreneur pitch show, during which business owners attempt to sell the sharks on their ideas or products, has featured an extensive lineup of food products and restaurant concepts. Among some of the best foods we've seen on "Shark Tank" is a range of products that promise to deliver the taste and/or experience of some of the world's favorite foods, but while adhering to specialty diets that may prevent some at home from enjoying those favorite items regularly or at all. Think vegan fried chicken, non-dairy ice cream, or vegan, gluten-free cookie dough.

For those following the keto diet, which limits carbs and some fruits and vegetables (via Harvard Health Publishing), a lot of dieters are left still craving their favorite comfort foods, like cookies. That's where Nui comes in, with its keto-friendly cookie brand that appeared on "Shark Tank" in 2018.

How Nui attracted the sharks

Nui walked away from "Shark Tank" with an impressive deal. As CNBC reports, the brand, which at the time of its appearance on the show had sold $1.1 million in keto cookies in just one year, was seeking $300,000 in exchange for 10% of the company. This pitch received a lot of attention from the sharks, perhaps because a keto cookie dispels some myths about the popular diet.

While Mark Cuban and Lori Greiner passed on the business, Kevin O'Leary offered founders Kristoffer Quiaoit and Victor Macias $300,000 for a 2.5% stake in the company plus royalties of $1 per unit, which would decrease to $0.45 per unit after earning back his initial investment. Barbara Corcoran likewise offered the two $150,000 along with a $150,000 line of credit in exchange for 15% of the company, as well as royalties of $0.50 per unit. However, another offer was on the table from guest Shark Alex Rodriguez. Per CNBC, A-Rod shared on the show "I happen to know a woman who loves cookies," and he further went on to reveal "Jennifer [Lopez] eats a cookie every night before she goes to bed."

The former Bronx Bomber went on to offer $300,000 for a 25% stake in the company and, after an attempt at further negotiation, the two founders accepted Rodriguez's offer. So, where is Nui now?

Nui and its founders after Shark Tank

What exactly happened to Nui following the brand's "Shark Tank" appearance was a bit vague — at least for a while. The Shark Tank Blog theorized the deal with Alex Rodriguez was never finalized. However, Nui did see some growth following the episode airing. The cookies became available both on Amazon and at Walmart. The Shark Tank Blog likewise reports the business did $1.7 million in sales in 2019. The product line also expanded to include new "soft and chewy" cookies (via Instagram). 

Once 2020 rolled around, the brand seemed to disappear. Activity on the Nui social media pages and the website were sparse and reviews on the Nui Facebook page show several customers reporting they placed orders in early January 2020 that were never filled and complaint emails were never answered. On Amazon, the cookies are unavailable and the last reviews were written in January 2020.

As for Nui's founders, according to Quiaoit's LinkedIn profile, he attended the Quantic School of Business and Technology to pursue his executive MBA from 2020 to 2021, and in August 2022 he made a LinkedIn post finally letting everyone know what was going on. He reported that he and Macias shut down Nui in 2020 after dealing with debt he calls "too much to manage" and he filed for personal bankruptcy. Since then, he's been rebuilding and says "there are still more things to clean up from the last business." Victor Macias has not commented.