Nui Cookies Update | Shark Tank Season 10

While doing the keto diet, Kristopher Quiaoit and Victor Macias struggled to find cookies that fit their low-sugar needs without giving up taste. In Kristopher’s mom’s kitchen, they started experimenting and created Nui, cookies that are low-carb, low-sugar, and still sweet. Will the sharks believe this kitchen-made fix can win over keto fans? Let’s find out in our Nui update and pitch recap.

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

Kristoffer and Victor entered Shark Tank Season 10, seeking $300,000 for 10% equity in Nui Cookies. After their pitch, they landed a deal with Alex Rodriguez for $300,000 for 25% equity.

In terms of a Nui Cookies update, the company reached $1.7 million in revenue and expanded into Amazon and Walmart. However, the company collapsed after a co-packer shipped moldy products, forcing costly refunds and leading to its shutdown by 2020.

Shark:	Result:
Alex Rodriguez	Accepted deal for $300,000 for 25% equity
Kevin O’Leary	$300,000 for 2.5% equity, plus $1 royalty until investment recouped, then $0.45 royalty in perpetuity
Barbara Corcoran	$150,000 in cash and $150,000 in credit for 15% equity, plus $0.50 in perpetuity
Lori Greiner	No offer
Mark Cuban	No offer

Shark Tank Nui Cookies Pitch

• Entrepreneurs: Kristoffer Quiaoit and Victor Macias
• Business: Nutritional cookies
• Ask: $300,000 for 10% equity
• Result: $300,000 for 25% equity
• Shark: Alex Rodriguez

Kristoffer and Victor switched to a low-sugar, low-carb, Keto diet, which eventually became the inspiration for their cookie brand, Nui Cookies.

They opened their pitch by describing the challenge of eating healthy and how Nui Cookies provided a solution. They handed out samples for the sharks to taste.

The cookies are GMO-free, low-glycemic, gluten-free, and don’t use any artificial sweeteners.

They also include just 2 grams of net carbs per cookie and 6 grams of protein per serving.

Victor shared that they had generated $1 million in sales over the past year.

Much of their success came from teaming up with influencers in the Ketogenic space, online.

Even more impressive, all of the sales came directly through the Nui Cookies website. They hadn’t yet launched on Amazon but expected sales to triple once they did.

Victor said they charged $29.95 per box, plus $4.95 shipping. Each box included ten packs, with two cookies per pack.

Further, manufacturing costs ranged from $11 to $13, depending on the type of cookie.

Guest shark Alex Rodriguez asked about their backgrounds. Victor shares that his parents immigrated from Mexico, and he’s been an entrepreneur ever since he was a little boy.

Kristoffer said he was from the Philippines and learned hard work from his father, who worked four jobs.

Kevin O’Leary asked if they had a commercial kitchen. Kristoffer said they had switched to using a co-packer.

Kristoffer also shared that their biggest challenge had been keeping enough inventory. They had made $600,000 that year but had been sold out for six months.

Kevin asked if they could reduce costs to $6 per box. They said that was their target.

Alex asked about net profit. Victor said they had made $35,000 over the past 12 months. Kevin pointed out the slim 11% margin.

Mark Cuban exited, saying he already had ties to a similar cookie company and didn’t want a conflict of interest.

Lori Greiner also went out because she ultimately believed the valuation was way too high.

However, Kevin made an offer of $300,000 for 2.5% equity, plus a $1 royalty per unit until he recouped $300,000, then $0.45 royalty in perpetuity.

Barbara Corcoran made an offer of $150,000 in cash and $150,000 in credit for 15% equity, plus a $0.50 royalty in perpetuity

Alex offered $300,000 for 25% equity. Victor and Kristoffer asked if any sharks would adjust their offers. None agreed.

Alex then revised his offer slightly to $300,000 for 22.5% equity and a $1 royalty per unit.

Victor asked him to return to the original 25% equity without the royalty. Alex agreed.

What do you think came next for Kristoffer and Victor, following Shark Tank? Keep reading our Nui Cookies update to find out.

Shark Tank Nui Cookies Update

Our Nui Cookies update found that following the show, they saw a strong bump in visibility and sales, hitting $1.7 million in revenue that year.

The company expanded its line to include chewy cookies and briefly appeared on Amazon and in Walmart.

However, in 2019, things took a turn. A co-packer shipped cookies that weren’t shelf-stable, leading to widespread complaints about mold.

With no insurance in place, Nui had to refund customers and discard unsellable products, costing them dearly.

To recover, the team took on heavy debt and tried to relaunch. Although they generated some buzz with their new cookies, the damage had already been done.

By 2020, our Nui Cookies update found that the business shut down quietly. Their website went offline, and social media activity stopped.

Kristoffer later confirmed the bankruptcy in an August 2022 LinkedIn post, stating he had to walk away and is currently unemployed.

His co-founder, Victor, still lists Nui as active on LinkedIn but now focuses on coaching entrepreneurs and selling business courses through his personal brand.

This will be our final Nui Cookies update.

You can find the other company updates from Season 10 Episode 6 below:

• Vade Nutrition Update
• Lockstraps Update
• Bottlekeeper Update

For even more on companies and products, be sure to stop by our Season 10 products page!