Getting children to eat their vegetables is a challenge many parents face daily. Mealtimes often turn into negotiations, with kids refusing to touch anything green on their plates. Parents try various tricks hiding veggies in sauces, blending them into smoothies, or offering rewards all in an effort to ensure their children get the necessary nutrients.
Despite these efforts, the struggle remains real, leaving parents feeling frustrated and concerned about their kids’ health.
Recognizing this common dilemma, Jessica Weiss Levison, a mother of three, came up with an innovative solution: Peekaboo Ice Cream. Her idea was simple yet ingenious—combine the indulgence of ice cream with the nutritional benefits of vegetables. By incorporating hidden veggies into classic ice cream flavors, she aimed to make it easier for parents to provide a treat that also offered some nutritional value.
This concept led her to present Peekaboo Ice Cream on Season 12 of Shark Tank, where she sought investment to expand her business and bring her unique product to a wider audience. Jessica sought an investment of $800,000 in exchange for 8% equity, valuing her company at $10 million.
Peekaboo Organics Net Worth Shark Tank Update 2025
Jessica was looking for an investment of $800k in exchange for 8% equity in the company. At the time of the episode, she valued her company at $10 million. Jessica did not secure a deal with any of the Sharks. Since there was no investment, the company’s net worth stayed at $10 million. After the show was aired, the company experienced a good boost in exposure. As per my rough estimate, the current net worth of Peekaboo Ice Cream is around $5,000.
Shark(s) name
$800,000 as a loan at 9% interest for 3 years + 8% equity
Counteroffer
Accepted?
Robert Herjavec
Out
N/A
N/A
Lori Greiner
$800,000 as a loan at 6% interest of 3 years + 5% equity
N/A
No
Kevin O’Leary
$800,000 as a loan at 6% interest for 3 years + 5% equity
N/A
No
Barbara Corcoran
Out
N/A
N/A
Shark(s) name
Offer & Demand
Counteroffer
Accepted?
Jessica Weiss Levison Backstory + Their Initial Pitch
Jessica Weiss Levison, a former attorney, transitioned into the world of ice cream by opening Serendipity Creamery in Miami. As a mother, she understood the challenges of getting children to eat vegetables. This personal experience inspired her to create Peekaboo Ice Cream, aiming to blend the joy of ice cream with the health benefits of vegetables. Her goal was to offer a product that allowed parents to feel good about giving their kids a treat.
During her pitch on Shark Tank, Jessica presented Peekaboo Ice Cream as an indulgent dessert with hidden vegetables. She emphasized that the ice cream wasn’t marketed as a health food but as a better-for-you option. Jessica highlighted that Peekaboo was available in 900 stores, including major retailers like Whole Foods and Kroger, and projected expansion to 3,000 stores. She reported $450,000 in sales over the past year and anticipated $5 million in sales the following year.
Jessica sought an investment of $800,000 in exchange for 8% equity, valuing her company at $10 million. She explained that the funds would be used to scale production and distribution to meet growing demand.
Queries + Shark’s Responses, and Final Deal
The Sharks were intrigued by the concept and participated in a blind taste test. They were impressed by the flavors and couldn’t detect the presence of vegetables, acknowledging the product’s appeal.
Kevin O’Leary questioned the $10 million valuation, given the current sales figures. Jessica defended her valuation by citing projected growth and existing distribution agreements. Mark Cuban inquired about previous funding, to which Jessica responded that she had raised $1.2 million at a $5 million cap.
Lori Greiner expressed interest but was concerned about the product’s health positioning. She offered a loan of $800,000 at 6% interest over three years, along with 5% equity, contingent on developing a low-fat, low-carb version. Kevin O’Leary also made an offer: an $800,000 loan at 9% interest over three years, plus 8% equity, without any contingencies.
Jessica declined both offers, stating that she was looking for an equity partner rather than a loan. She emphasized the need for strategic guidance to grow her brand, not just financial support. As a result, she left the tank without securing a deal.
What Went Wrong With Peekaboo Organics On Shark Tank?
The primary issue was the discrepancy between Jessica’s valuation and the company’s current financial performance. With only $450,000 in sales, the Sharks found it challenging to justify a $10 million valuation. Additionally, the offers made by Lori and Kevin were structured as loans, which didn’t align with Jessica’s vision of finding a strategic equity partner.
Some Sharks were also skeptical about the product’s positioning. While the ice cream contained vegetables, it was still high in sugar and fat, leading to questions about its health benefits. The requirement to develop a low-fat, low-carb version added complexity that Jessica wasn’t ready to pursue at that stage.
Product Availability
Peekaboo Ice Cream offered unique flavors like Mint Chip with Spinach, Chocolate with Cauliflower, and Strawberry with Carrot. The products were available in major retailers such as Whole Foods, Kroger, and Safeway, as well as online platforms like Amazon. Each pint was priced around $10, targeting health-conscious parents seeking a better-for-you dessert option.
What Happened To The Peekaboo Organics After Shark Tank?
Following the Shark Tank appearance, Peekaboo Ice Cream experienced a temporary boost in sales and visibility. The company won a $200,000 award from the California Milk Advisory Board’s Snackcelerator competition, which provided additional funding for marketing and product development.
By 2021, Peekaboo reported $3 million in annual revenue. However, the company faced challenges, including a product recall in May 2020 due to potential Listeria contamination. Although no illnesses were reported, the recall impacted consumer confidence and sales.
Despite efforts to expand and innovate, Peekaboo struggled with inventory management and financial sustainability. By late 2022, the company’s website and social media accounts became inactive, and products were no longer available in stores or online. Reports indicate that Peekaboo Ice Cream ceased operations in 2024, with its net worth dwindling to approximately $5,000.
Peekaboo Ice Cream began with a creative solution to a common parenting challenge: getting kids to eat their vegetables. Jessica Weiss Levison’s innovative approach combined indulgence with nutrition, offering a unique product that resonated with many consumers. Despite initial success and recognition, the company faced significant hurdles, including valuation disputes, product recalls, and financial difficulties.
Ultimately, Peekaboo Ice Cream’s journey serves as a reminder of the complexities of scaling a niche product in a competitive market. While the brand is no longer in operation, its story highlights the importance of adaptability, strategic partnerships, and financial planning in the entrepreneurial world.
Hey, I’m Amna Habib, an undergraduate student pursuing a Bachelor’s in Business Administration. Shark Tank has always been one of my favorite TV shows because it offers a unique glimpse into the world of entrepreneurship. The way entrepreneurs present innovative solutions to everyday problems aligns with my academic interests and fuels my curiosity about business strategies. Each pitch showcases creativity and strategic decision-making, which I find both insightful and inspiring. Watching the show has deepened my passion for business and motivated me to explore the world of entrepreneurship even further. Beyond business and writing, I love food, shopping, and spending time with my friends and family.
