In 2018, Nui, a keto-friendly cookie brand — which at that time had sold $1.1 million in keto cookies in just a year — appeared on ABC's "Shark Tank" and sought $300,000 in exchange for 10% of the company. However, when guest Shark Alex Rodriguez offered $300,000 for a 25% stake in the company, the founders — Kristoffer Quiaoit and Victor Macias — accepted the deal.

As per the Shark Tank Blog, the deal with Alex Rodriguez was never finalized, but Nui did see some growth following the episode airing. The cookies became available both on Amazon and at Walmart and the business reportedly did $1.7 million in sales in 2019. The product line also expanded to include new "soft and chewy" cookies.

While Nui's social media pages were still active in April 2020, its website was not. Reviews on the Nui Facebook page show several customers reporting that the orders they placed in early January 2020 were never filled and complaint emails were never answered. On Amazon, the cookies are unavailable and the last reviews were written in January 2020.