Noshi: Here's What Happened After Shark Tank

It's rare to hear a parent thank their children for being picky eaters, but entrepreneur Tomo Delaney credits that relatable struggle as the impetus for creating Noshi, an edible food paint made for kids from organic fruit purees. Appearing on Episode 12, Season 14 of "Shark Tank," Delaney's journey to create Noshi is a lesson in dedication and perseverance that parents globally may benefit from.

In February 2015, Delaney was a stay-at-home dad looking to reinvent his career when a friend suggested that his kids might be more apt to eat if the food was presented by color. Within two months, Delaney put together a Kickstarter campaign to raise $20,000 to bring Noshi to fruition and caught the attention of the show's producers. Delaney, in a mixture of excitement and stress, spoke with producers. Although they were interested in the idea, Noshi was still a concept at this stage. Over the next two years, Delaney worked with food scientists to create a shelf-stable product, and in 2017 he launched Noshi into several retailers. 

Although it had some initial successes, personal and professional problems stalled the company's progress. So in 2022, Delaney took a chance by emailing six old "Shark Tank" contacts from 2015 to fill them in on Noshi's progress. Delaney heard back immediately and was working with producers within six weeks to prepare for his upcoming pitch to Sharks — Mark Cuban, Lori Greiner, Kevin O'Leary, Barbara Corcoran, and Daymond John.

When Tomo Delaney was in front of the Sharks on September 11, 2022, Noshi's dismal sales had forced it out of several retailers, including Albertsons and Safeway, but he had a successful three-year contract in 370 Walmarts. Delaney secured licensing deals with Crayola, Peppa Pig, The Very Hungry Caterpillar, and Daniel the Tiger, but he needed investors to bring down costs and ramp sales. 

Delaney requested a $250,000 initial investment for 17% equity in Noshi. When pressed on the numbers, all the Sharks agreed that Noshi had terrible margins. A three-pack of Crayola licensed food paint cost $2.72 to make, sold wholesale for $3.70, and retailed for $5.46. Although Delaney planned on using the funding to purchase machinery that would cut the cost by $0.60 per unit, most of the Sharks weren't impressed.

Kevin O'Leary was the first to pass on the deal, followed by Lori Greiner, citing flat sales and Delaney's personal situation as red flags. Barbara Corcoran was next, adding she didn't believe in where Noshi was positioned in the market or how it was sold. She thought Noshi would be better marketed as a gift than to sit on the shelves next to Heinz ketchup or Smucker's jelly, competing for sales.

Daymond John expanded on Corcoran's thoughts, agreeing that Noshi seemed more like a novelty item, and believed parents would resist spending $6 per meal for the product. But Mark Cuban saw the opportunity and offered $250,000 for 25% equity, and Delaney jumped (or rather, hugged) to make a deal.

Although it seems like a foregone conclusion, deals often fall through after the episode airs, but not this one. In an interview with Joe Pardo, Tomo Delaney reveals that Mark Cuban is actively involved in their partnership, and the two often speak via email. Delaney says Cuban's advice is consistently good, beginning with Cuban's initial concerns regarding the packaging, which has since been updated to reveal more of the product. 

Delaney credits the show's producers for preparing him for weeks for his pitch, repeatedly making him practice, and ultimately leading him to success. He recalls how surreal standing before the five Sharks was, but also how a sense of calm fell over him the moment he was on the stage. Part of his preparation was meeting with "Shark Tank" business managers to estimate the value of Noshi and figure out how much he should ask for. Based on an agreed-upon $1.5 million valuation, Delaney came up with his proposal and ultimately secured the funding needed to buy equipment and ramp up production.

Leaving the tank, Delaney's first task was to prepare for the episode airing on April 2023 by finding a new co-packaging company that could handle the anticipated increase in production. This was a daunting task for Delaney, especially since he owned his machinery, but it was necessary since he had already secured distribution of SketchUp to 1,500 Walmarts and expected to continue to grow. 

Since Noshi appeared on "Shark Tank," business seems to be expanding. Noshi products have been available online at several retailers, including Amazon and Walmart. An Instagram post from April 2023 announced that Walmart would carry Peppa Pig and Crayola edible food paint and Sketchup; however, Walmart's website shows that these Noshi products are out of stock.

Online, Walmart once sold a three-pack of Crayola Food Paint for $5.46. Amazon had the same product listed for $8.98 and Peppa Pig Food Paint for $10.99, but all of these Noshi's products appear to be out of stock. Each box contained one tube of raspberry, mango, and grape puree, certified organic and vegan, and free from gluten, dairy, soy, nuts, eggs, GMOs, artificial colors, and artificial flavors. With a pivot to savory condiments, prices for the remaining stock of the original Food Paint products have increased.

As of July 1, 2025, Noshi's website lists three products — Organic Ketchup, Organic Ranch, and Organic Chick'n Dip — available for $5 each. Noshi's website seems to be the most reliable platform for purchasing its products.

In late 2024, Noshi began teasing new products on its social media pages. Though its collaborations with popular children's shows already promote its mouthwatering dipping sauces (its Organic Chick'n dip has hints of honey mustard, barbecue, and ranch dressing), the company now seeks to expand its offerings beyond savory mealtime accompaniments.

As of July 2025, Noshi has yet to release much information on one of its newest products: Noshi jelly tubes. It did, however, reveal that they will be coming out in grape and strawberry flavors. Also included in that post was an organic mustard — a continuation of its growing savory line.

Noshi also appears to be returning to the "food paint" roots that made it such a sensational "Shark Tank" pitch. According to Noshi's Instagram, the company plans to release a new line of organic frostings — called Noshi Food Paint 2.0 — to keep kids engaged with their meals, even through dessert, in July 2025. The frostings are expected to come in strawberry, blueberry, mango, and lime flavors, packaged in two-ounce tubes, and fortified with a range of vitamins and minerals. Additionally, it is renewing its focus on classic food paints — usable for everything from breakfast to dessert — in blueberry, strawberry, and peach flavors.