Cranel Update | Shark Tank Season 17

Erica Schultz and Christine Jurzenski noticed a problem hiding in plain sight. Women with UTIs had lots of options on store shelves, but most were loaded with sugar and didn’t carry enough ingredients to make them work. Having experienced that frustration themselves, they devised a solution, Cranel. The product is a concentrated cranberry shot formulated to prevent UTIs, support gut health, and deliver results for women. Is this the kind of idea that the sharks would love to bet their money on? Find out in our Cranel update and pitch recap below.

If you’re short on time, here’s a quick overview of what happened to Cranel after Shark Tank.

Christine and Erica entered Shark Tank Season 17, seeking $250,000 for 7% equity in their Cranberry wellness shots. Unfortunately, after their pitch, they left without a deal because the sharks’ major concerns centered on the uncertainty about the founders’ long-term marketing strategy.

In terms of a Cranel update, the company received lots of web visitors shortly after their episode aired.

Shark	Result
Kevin O’Leary	No offer
Fawn Weaver	No offer
Lori Greiner	No offer
Robert Herjavec	No offer
Daniel Lubetzky	No offer

Shark Tank Cranel Pitch

• Entrepreneurs: Christine Jurzenski and Erica Schultz
• Business: Cranberry wellness shots
• Ask: $250,000 for 7% equity
• Result: No deal
• Shark: None

Christine and Erica explained that the idea for Cranel came from a common health problem. Many people rely on cranberry juice to help prevent UTIs because cranberries contain proanthocyanidin compounds that help flush bacteria from the urinary tract.

However, according to them, most cranberry products on the market either contain too much sugar or do not include enough of the active ingredient to be effective.

They created Cranel, a concentrated cranberry shot that they described as the strongest cranberry formula on the market. While many leading cranberry drinks contain the equivalent of about 60 cranberries per serving, one small Cranel shot contains the extract of 3,000 cranberries.

Lori Greiner then asked what someone should do if they already have a UTI. Erica explained that people should first see a doctor and use antibiotics for treatment, maintaining that Cranel is meant as a preventative supplement, not a cure.

Erica added that their testing shows the drink contains high levels of polyphenols and is 12 times stronger than tart cherry juice for muscle recovery.

When the discussion shifted to business performance, the founders revealed that Cranel has generated $3.5 million in lifetime sales. Their annual revenue grew from $47,000 in 2021 to $447,000, and then to $1.3 million the following year. They projected $2 million in revenue for the current year.

Lori Greiner asked how much they spent on advertising, and Christine revealed that the company spent about $500,000 on ads last year, which Robert pointed out contributed to roughly $200,000 in losses.

Kevin then asked about margins. Erica explained that each bottle costs $2.14 to produce, while their bestselling four-pack sells for about $15, resulting in a 55% margin after costs.

Guest shark Fawn Weaver remained concerned about the product’s market positioning and asked how they could communicate the value without expensive consumer education. The founders said they rely heavily on social media marketing, building awareness through TikTok and Instagram.

Christine explained that their organic content has generated over 50 million views, and they only run ads after content proves successful organically.

Robert also asked about their audience size. The founders shared that the brand currently has around 50,000 social media followers and more than 100,000 email subscribers.

Finally, Robert asked how much funding they had raised before coming to Shark Tank. Christine revealed that they had raised $1.1 million from angel investors to launch and grow the business.

Despite liking the product, the sharks ultimately declined to invest.

With no offers from the sharks, Christine and Erica left without a deal. Keep reading our Cranel update to find out what happened to their company.

Shark Tank Cranel Update

In terms of a Cranel update, even though Erica and Christine didn’t get a deal from any of the sharks, their website received lots of visitors and inquiries. They also got a media feature from the Daily Mail.

In the meantime, no official sales revenue has been reported.

To celebrate their Shark Tank appearance, they are now offering a limited free shipping on all orders above $30.

Check out their official website to make your order.

We will keep an eye on the girls and report back with a fresh Cranel update in the coming months.

For more updates from Shark Tank Season 17 Episode 12, be sure to check the links below:

• The Chair Blanket Update
• BRCE Update
• Paco & Pepper Update

Before you go, be sure to check out our list of all the Shark Tank Season 17 products.