Camping provides an additional space and a satisfying adventure to all outdoor adventurers. It provides the satisfaction of making a fire outdoors, setting a tent to sleep in, and opening the sky around us to feel the beauty of nature. However, one thing that we miss from our homes is food. Although we can make one there, it is either difficult or we have to eat packaged items that are not good in taste.
Heather Kelly, the owner of Heather’s Choice, is here to the rescue of all camp lovers. She has introduced packaged food that is ready to eat just by adding hot water to it. Her food is lightweight and packable, which includes not only meals but snacks too. Moreover, her product is also gluten-free.
The owner came on Shark Tank to request $250K in exchange for 10% of his company. She also presented the sharks with breakfast, dinner, and some of the Packaroons flavors from Heather’s Choice to impress them. Let’s see if she got the deal or not.
Heather’s Choice Net Worth Shark Tank Update
Heather was looking for an investment of $250K in exchange for 10% equity in the company. At the time of the episode, she valued her company at $2.5 million. Heather did not secure a deal with any of the sharks, so the company’s net worth remained at $2.5 million. After the show was aired, the company experienced a good boost in exposure. As per my rough estimate, the current net worth of Heather’s Choice in 2024 is around $3 million.
Shark(s) name
Offer & Demand
Counteroffer
Accepted?
Kevin O’Leary
Out
N\A
N\A
Mark Cuban
Out
N\A
N\A
Lori Greiner
Out
N\A
N\A
Barbara Corcoran
Out
N\A
N\A
Candace Nelson
Out
N\A
N\A
The Owner’s Backstory
Heather related that when she left Alaska, she went to Western Washington University for schooling. Then she got into the women’s rowing team and went through an extreme exercise schedule. This led her to focus on nutritious food. She also helped her team to win a series of championships.
Afterward, she was also invited to a 30-day Grand Canyon trip, where she rowed a 3K pound gear boat for 200 miles and so she decided to dehydrate food for this adventure. This was back in 2011, which paved the way for creating Heather’s Choice.
Initial Pitch
The owner came on the show to seek $250K for a 10% equity stake. The product is a camping food that comes in ready-to-eat packages. Her packaged food is made from the finest quality ingredients including wild-caught Alaskan sockeye salmon. She also mentioned her best-selling food items like Grass-Fed Bison Chili and Morning Glory Oatmeal.
Moreover, her packaged line also includes snacks called Packaroon, which are basically coconut-based cookies that come in eight different flavors.
Queries about the Product
Candace, the guest shark, asked the first question about the menu she offered. Heather replied that she offers six types of breakfast choices, eight dinner options, and eight different flavors of Packaroons.
The guest shark also asked about their selling rates. The owner highlighted that every flavor of Packaroons sells at $2.50, the breakfast options for $8.95, and the dinner is available between $12.50 and $15.95. Moreover, she sells directly to consumers and all these prices are basically MSRP (Manufacturer’s Suggested Retail Price).
Kevin then asked a series of questions about acquiring customers and her profit from them. She pointed out that she aims for a 75% margin on everything and is currently working as D2C.
Cuban wanted to know if she sells the products on Amazon too. Heather replied in the affirmative and she also sells her product in REI. She also added that her total wholesale business is basically in 237 stores.
Mr. Wonderful then asked his favorite question about her sales. She confidently replied that in 2022 she made her first million dollars in sales. However, she is still not profitable.
The shark also asked why she was not profitable with a 75% margin. The manufacturing part in Alaska makes it difficult to make a profit. Even though she tried co-packing on three individual occasions, she was unable to maintain the quality of the product. Thus, she preferred to stay in the Lower 48 or the conterminous United States.
Kevin was also curious to know about her margins in the Lower 48. She pointed out that the gross margins become 80%, especially for the Packaroons.
She also added that she wants to specifically up-scale her Packaroons into a co-packaging model.
Then Lori and Cuban raised concerns about her preference for Packaroons if she has multiple other tasty products too. The owner pointed out that she has been consistently fundraising for the past nine months and the feedback was mostly high for Packaroons.
Daymond was curious to know about her raised capitals. She had collected almost $1.3M in nine months, however, her advisory board was not happy with her sales.
The shark also asked about her debts. She was in debt for almost $1M.
Shark’s Response and Final Decision
Kevin was the first shark to drop the deal as he was disappointed with her high debt.
The guest shark also passed the deal as she can’t invest in her weak business that has to go a long mile.
After hearing about her total $2.3M raised money, Cuban left the deal as he thought that she needed to be a lot more flexible with her business and the co-packing model.
Daymond made it clear that he is not fit for her business by relating that he too struggles a lot like her while creating his own business empire.
Finally, Lori didn’t invest in it either even though she loved her packaged food idea. Thus, Heather left the set in disappointment.
Product’s Availability
The company received great praise for its meals from the sharks on TV, with millions of people watching. Their products are still available on Amazon, REI, and in various sporting goods stores. Soon, they plan to relocate to Ashland, Oregon, and Heather is also exploring microwavable packaging options for convenient at-home meals.
Although Heather didn’t secure a deal on Shark Tank, her company, Heather’s Choice, continues to grow, with products available on Amazon, REI, and other stores. Despite the challenges of running the business and her debt, Heather remains focused on expanding her product line, including exploring microwavable packaging for easy at-home meals.
The company is also planning a move to Ashland, Oregon, to streamline operations and continue serving outdoor adventurers with high-quality, nutritious food.
Hey there, it’s Andaleb Youns. I am a freelance content writer and am currently pursuing a BS in English Language and Literature. I have expertise in writing Blog Posts, social media content, and copywriting. I know how it feels to be a student and still be dependent on parents to fulfill even basic daily needs. This realization became apparent while watching Shark Tank. Although I started watching this show out of boredom, it proved to be an inspirational show. The show made me realize the importance of hard work, being independent, and of having a business of my own. I still look forward to it for entertaining and inspirational content.
