Fila Manila Filipino Foods Update | Shark Tank Season 15

Jake Deleon had a hard time finding Filipino sauces in American stores, so he created Fila Manila, a line of heat-and-serve Filipino classics like Banana Ketchup, Adobo, and Kare-Kare. The sauces make it easy for anyone to enjoy real Filipino flavors at home without spending hours in the kitchen. Will any of the sharks invest in his company? Find out in our Fila Manila update and pitch recap.

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

Jake entered Shark Tank Season 15, seeking $250,000 for 5% equity in his food company. After his pitch, he got a deal with guest shark Daniel Lubetzky for $250,000 for 20% equity.

In terms of a Fila Manila update, the company made more sales within 48 hours of airing than it did in online sales in 2023. Further, it also strengthened its brand by reformulating products, switching to eco-friendly packaging, and capturing 95% of the U.S. Filipino condiment market as of May 2025.

Shark:	Result:
Daniel Lubetzky	Accepted deal for $250,000 for 20% equity, plus option to get back 5%
Kevin O’Leary	$250,000 for 10% equity, plus a royalty of 5-8% until $500,000 is recouped
Lori Greiner	No offer
Daymond John	No offer
Mark Cuban	No offer

Shark Tank Fila Manila Pitch

• Entrepreneur: Jake Deleon
• Business: Packaged Filipino food
• Ask: $250,000 for 5% equity
• Result: $250,000 for 20% equity, with the option to get back 5%
• Shark: Daniel Lubetzky

Jake told the sharks his goal was to bring the flavors of the Philippines into more American kitchens. Then he introduced the products.

First was Banana Ketchup, a staple in Filipino households. Unlike regular ketchup, it’s made with bananas and has fewer calories, carbs, and sugar.

Next was his Adobo Sauce, based on the unofficial national dish of the Philippines, Chicken Adobo. He followed that with Kare-Kare, a savory peanut sauce used in traditional stews.

Lastly, he showed off his Ube and Coconut Jam, which is the perfect topping for desserts.

Lori Greiner asked how customers use the products.

Jake explained they’re heat-and-serve sauces. Customers just pour them over protein or vegetables to make a quick meal.

The sharks then sampled everything. The reaction was positive. They liked the taste and authenticity.

After that, Jake moved to numbers. He made $6,000 in sales in 2020, which grew to $50,000 in 2021, then jumped to $400,000 in 2022.

So far in the current year, he had earned $150,000 and expected to close out the year with $800,000.

In terms of cost, each sauce pouch costs $1.60 to make, wholesales at $3.33, and retails for $5.99.

Fila Manila launched in one Whole Foods store, then expanded into four regions. 90% of sales come from retail, and 10% from online, mostly through Amazon.

Then Lori jumped in again. She liked the product but said Jake hadn’t explained how he planned to reach non-Filipino consumers. Without a clear marketing strategy, she was out.

Jake responded by saying he planned to build digital content to educate and reach new audiences.

Mark Cuban cut him off. He said content wasn’t a strong plan and questioned whether there was enough demand. He also went out.

Daymond John dropped next. He said the food gave him heartburn and that he couldn’t back something he personally couldn’t eat.

Kevin O’Leary didn’t think the financials made sense. He was also out.

That left guest shark Daniel Lubetzky. He saw potential and made an offer of $250,000 for 20% equity.

But Jake wasn’t done. He pulled out a golden ticket labeled “Royalty” and countered with $250,000 for 5% equity, plus a 5–8% royalty until the investment was paid back. He opened that deal to all five sharks.

Kevin quickly came back. He countered with $250,000 for 10% equity, plus the same 5–8% royalty, but until he doubled his money.

Jake then asked Daniel for his thoughts. Daniel responded with a revised offer of $250,000 for 20% equity, with the option for Jake to earn back 5% if he met specific sales goals.

Without hesitating any longer, Jake accepted Daniel’s deal on the spot.

Keep reading our Fila Manila update to find out what happened following Shark Tank!

Shark Tank Fila Manila Update

We got a chance to chat with Jake for an exclusive Fila Manila update. “I’ve been a fan of Shark Tank for more than a decade,” Jake told us.

“I remember watching during my time in corporate and being inspired by the entrepreneurs who bared their life and business on the carpet and learning from the shark’s questions.”

Jake told us that being on the show was one of the best experiences he has had, and he was proud to put a national spotlight on Filipino cuisine and culture.

Of course, the spotlight also led to a massive increase in sales. “Both our online sales and retail stores immediately spiked from the moment I walked on the carpet to pitch.” 

Samuel told us. “For online, we generated more dollar sales within 48 hours of airing than we did in online sales in 2023.”

As for his deal with Daniel, it’s currently going through the due diligence stage. But in the meantime, he has partnered with Camino Partners, which helped grow KIND to a national brand.

Looking toward a future Fila Manila update, Jake told us that he is working hard to continue to expand “both at retail with more national retailers as well as online.” 

Since that conversation, a lot has happened, and Fila Manila has only grown stronger. As of May 2025, the brand now holds 95% of the U.S. Filipino condiment market.

They’ve expanded their reach by also selling through Amazon and continuing to improve both product and packaging.

In 2025, the Banana Ketchup was reformulated using natural colors like purple carrot and red bell pepper.

Fila Manila has picked up multiple awards along the way, including two NEXTY Awards and a KeHE “On Trend” Award.

The brand has also been featured in outlets like Bon Appétit, Forbes, and Insider.

If you’d like to try their sauces, you can purchase them directly on their website.

You can also follow them on Instagram for new flavors, updates, and Filipino food inspo.

The future is looking very bright for Jake, and we cannot wait to see where our next Fila Manila update takes us!

In the meantime, you can check out our other company updates from Season 15 Episode 16 by following the links below!

• Funky Mello Update
• Da Vinci Eye Update
• Mella Pet Care Update

Before you go, be sure to check out our list of all the Shark Tank Season 15 products.