In our fast-paced world, so many of us struggle to find meals that are both nourishing and convenient. Busy routines lead us to quick fixes, but too often these are bland, unhealthy, or disconnected from the comfort of home cooking. For people longing for authentic, flavorful food rooted in family traditions, the frozen aisle can feel impersonal, generic, and far from satisfying.
That’s the gap John Sorial aimed to fill with TaDah Foods. Raised on the rich flavors of Eastern Mediterranean cuisine by his Egyptian immigrant parents, John carried a love for food that made him dream bigger than reheating a bland meal. He knew frozen food could taste fresh, vibrant, and real. His innovation? Plant-based falafel wraps and poppers,all-natural, gluten-free, and inspired by his cultural heritage.
But it wasn’t just about flavor. John built TaDah around a mission: to give back. He pledged that 25% of profits would go to charitable organizations around the globe.
In his Shark Tank pitch, John asked for $300,000 for 10% equity, but ended up with more. This is the full story, from idea to investment to growth and struggle.
TaDah! Foods Net Worth Shark Tank Update 2025
John was looking for an investment of $300k in exchange for 10% equity in the company. At the time of the episode, he valued his company at $3 million. John successfully secured a deal with Daniel Lubetzky for an investment of $500k for 20% equity in the company. The investment adjusted the company’s net worth to around $2.5 million. After the show was aired, TaDah Foods saw a big increase in website traffic, sales, and social media exposure. As per my rough estimate, the current net worth of TaDah Foods is around $0.
Shark(s) name
Offer & Demand
Counteroffer
Accepted?
Daniel Lubetzky
$300,000 for 20%$500,000 for 25% equity
$500,000 for 25% equity + $500,000 line of credit$500,000 for 20% equity
Yes
Lori Greiner
Out
N/A
N/A
Kevin O’Leary
Out
N/A
N/A
Robert Herjavec
Out
N/A
N/A
Mark Cuban
Out
N/A
N/A
John Sorial Backstory + Their Initial Pitch
John’s path began by combining family food traditions with a desire for a meaningful business. From a young age, he experienced the power of food to bring people together. Later, as he built his engineering career, he realized he missed the heart in food and the connection to people and culture.
He launched TaDah Foods with that emotional underpinning. He spent years sourcing ingredients, adjusting falafel textures, and perfecting flavors like lemon-garlic hummus, harissa, garden veggie feta, and spicy-sweet harissa. He also created poppers, bite-sized falafel treats, for snacking convenience.
By the time Shark Tank cameras arrived in fall 2019, TaDah had generated $8.2 million in lifetime sales, an impressive feat for a startup. But he faced a big obstacle: a co-packer couldn’t keep up, dropping sales from $2.3 million to $1 million per year. He had already given up 75% of his company to family, friends, and early investors.
On stage, John asked for $300,000 for 10% equity. He highlighted strong margins: $3.99 for wraps and $4.99 for poppers, with production cost just $1.09 per unit. He passed samples and shared his mission. But when he revealed supply-chain issues and low ownership, some Sharks bowed out.
Queries + Shark’s Responses, and Final Deal
Lori Greiner admired the product but said she lacked retail experience for that space. She declined.
Kevin O’Leary and Robert Herjavec were wary of the fragmented ownership and limited control. They exited.
Mark Cuban was still curious even as others left. Then Daniel Lubetzky, founder of KIND snack bars, asked poignant questions. He wondered about John’s motivation. John shared honestly: he cared about family, food justice, and social impact. Daniel offered two terms: $300k for 20% equity, or $500k for 25% plus a buy-out of other investors (to consolidate control).
After weighing options, John chose Daniel’s second offer: $500,000 for 25% equity, along with a commitment to buy out the other investors, simplifying ownership and bringing in Daniel’s food-industry expertise.
TaDah Foods creates take-and-bake or heat-in-oven falafel wraps and poppers. Inside, you’ll find seasoned chickpea patties rolled in soft tortillas or shaped as bite-size falafel bites. The wraps feature flavors like lemon-garlic hummus or garden veggie feta; poppers come in crowd-pleasing styles.
Before production halted, TaDah was carried in major stores: Target, Whole Foods, Kroger, Publix, Wegmans, Harris Teeter, Sprouts, Ralphs, Fred Meyer, Walmart, National Co-op Grocers, and even some Costco locations in LA. They were also available direct-to-consumer online at about $7.99 per eight-pack box, with prepaid subscriptions at $7.49.
What Happened To The TaDah! Foods After Shark Tank?
The Shark Tank effect hit quickly. Website visits soared, and TaDah launched a store locator, boosted online sales, and secured deals with Kroger, Whole Foods, Target, Walmart, Publix, Wegmans, and Sprouts. A 2021 WeFunder campaign raised $771,391 to fuel deeper market reach (they aimed for $1 million). Sales hit around $2.5 million in 2021, with projections of 14× growth through 2026.
Signs of struggle surfaced. Store locators stopped working, and customers reported empty shelves. The website went down. Production issues persisted, and by early 2024, John’s LinkedIn page listed his TaDah role as ending. His Instagram offered only a vague promise of a “relaunch”, but no follow-through.
Today, TaDah appears to be inactive. No products are available, no website is available, and no recent social posts lend strong credence to its discontinuation. However, in April 2025, a news article confirmed the brand is likely closed, though the demand and potential remain. Meanwhile, John has moved on and has been listed as principal at JSX Ventures since early 2024.
Conclusion
TaDah Foods began with a pure idea: bring vibrant, plant-based Eastern Mediterranean food to busy families, powered by purpose and grounded in quality. John Sorial crafted a brand that combined authentic flavors, social mission, and ready-to-heat convenience. His Shark Tank pitch earned him more than money; it gained him a mentor with industry experience and a commitment to positive impact.
Post-show success unfolded fast, with national retailers, growing annual sales toward $4 million, and a heartfelt fanbase who loved the delicious falafel wraps. But behind that momentum lurked challenges: supply chain interruptions, investor dilution, and profit-sharing that pinched growth. As production faltered again, distribution faded. Today, TaDah Foods seems to rest, awaiting a comeback that may or may not come.
Still, the legacy is clear. TaDah’s journey highlights how vision, culture, and compassionate entrepreneurship can fuel a brand, but real-world markets demand consistent execution. John’s leap from engineer to food entrepreneur showcased both highs, national expansion and mentorship, and lows, manufacturer collapse and halted sales.
The story demonstrates the power of mission-driven products, the realities of food production, and the importance of scaling sustainably.
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.
