Noshi Food Paint Update | Shark Tank Season 14
Tomo Delaney got the idea for Noshi Food Paint while visiting an elderly woman during a volunteer program. She suggested that adding color to meals could make them more fun, which gave him a way to help his kids, who were picky eaters. Noshi Food Paint lets kids decorate their food with organic, fruit-based colors, making meals healthier and more enjoyable. Will he earn a deal? Find out in our Noshi update and pitch recap.
If you’re short on time, here’s a quick overview of what happened to Noshi after
Tomo entered
In terms of a Noshi update, the company secured a three-year contract to supply 370 Walmart stores and plans to expand to 1,500 locations. However, high production costs remained a concern, prompting Noshi to invest in machinery to reduce costs and improve its profit margins.
| Shark | Result |
| Mark Cuban | Accepted offer of $250,000 for 25% equity |
| Kevin O’Leary | No offer |
| Barbara Corcoran | No offer |
| Daymond John | No offer |
| Lori Greiner | No offer |
Shark Tank Noshi Pitch
- Entrepreneur: Tomo Delaney
- Business: Edible food paint
- Ask: $250,000 for 17% equity
- Result: $250,000 for 25% equity
- Shark: Mark Cuban
Tomo opened his pitch by explaining how Noshi Food Paint helps parents turn picky eating into a fun and creative experience for kids.
He needs the money to invest in new machinery that will lower production costs, allowing him to scale the business and improve profit margins.
CRAYOLA EDIBLE FOOD PAINT comes with one tube each of Raspberry, Mango, and Grape. These food purees are made with whole organic fruits, the perfect edible paint for kids because they’re as fun as they are tasty!
Noshi Food Paint is an edible paint designed to make mealtime fun and creative for kids.
Made with organic, fruit-based ingredients like strawberry, pear, and blueberry, it offers children a fun way to decorate their meals. At the same time, it provides a healthy snack alternative.
The paint comes in convenient tubes, making it easy to use—kids simply squeeze the vibrant colors onto their food to create edible art.
With no preservatives, artificial colors, or artificial flavors, Noshi offers parents peace of mind about the quality of what their children are eating.
Designed for families, it turns mealtime into an engaging and enjoyable activity, especially for picky eaters who might otherwise resist traditional meals.
The sharks tried the Noshi samples, using the paint to decorate their food.
Mr. Wonderful noticed the Crayola branding, and Tomo shared that he has licensing deals with Crayola and other brands.
Each Noshi container sells for $5.46, costs $2.72 to make, and wholesales for $3.70.
Mark Cuban noted the tight profit margins. Tomo explained that an investment would help him buy equipment to reduce production costs by 60 cents per unit.
Furthermore, Tomo revealed that Noshi made $117,000 in sales in 2021 and $80,000 so far in 2022, with a projected $200,000 by the end of the year.
The product is available in 370 Walmart stores. However, Tomo hasn’t launched online sales because he’s prioritizing raising his kids while his wife, affected by COVID, receives care in England.
Tomo started Noshi in 2017 after spending 18 months developing the product. Early sales at Albertson’s and Safeway were slow because of poor packaging, but he reworked it and got into Walmart in 2020, where the product has been successful.
Kevin O’Leary passed, citing low sales. Barbara Corcoran chose not to invest, unsure of Noshi’s place in the market.
Lori Greiner liked the idea but didn’t see enough potential and opted out.
On the other hand, Daymond John thought it was a novelty item and said it was too expensive for most families, so he declined as well.
In contrast, Mark, however, saw potential in Noshi. He said the packaging needed work but liked the Crayola licensing and thought the product could sell well online.
He offered $250,000 for 25% of the business, and Tomo accepted the deal.
What happened next for his company? Keep reading our Noshi update to find out.
Shark Tank Noshi Update
Our Noshi update found that the deal with Mark Cuban eventually closed successfully.
Further, the company secured a three-year contract to supply 370 Walmart stores, where their products are already available. They also plan to expand to 1,500 locations.
The company introduced new products, including savory condiments like Sketchup (organic ketchup), Mustart (organic mustard), and Crayonnaise (organic ranch dressing).
Noshi expanded its online sales through its official website and platforms like Amazon.
Tomo secured licensing agreements with popular brands like Crayola, Peppa Pig, and The Very Hungry Caterpillar.
These collaborations incorporated their designs into Noshi’s products, helping to attract a broader audience.
However, high production costs were a concern as the company acquired machinery to reduce per-unit costs by $0.60.
We can’t wait to bring you another Noshi update.
Do you want to learn about the other companies featured in Season 14 Episode 21? Follow the links below for our other company updates from the episode.
Before you go, be sure to check out our list of all the Shark Tank Season 14 products.
Jeremy is a regular contributor at Shark Tank recap. He has a ton of passion for the show and enjoys researching information about what all the companies are up to now. His favorite Shark Tank companies are The Cookie Dough Cafe and Kronos Golf!