Cupcakes are a favorite treat for many people. But keeping them fresh for a longer time is a challenge. Traditional cupcakes can go stale quickly. This makes it hard to enjoy them days after they are baked. But what if cupcakes could stay fresh for longer periods of time?
This is the problem Tracey and Danielle Noonan set out to solve. They created Wicked Good Cupcakes, a company that sells gourmet cupcakes in jars. By placing cupcakes in jars, they figured out a way to keep them fresh longer. The idea was simple but clever. Cupcakes could be shipped nationwide and stay fresh for up to a week, making them the perfect solution for cupcake lovers everywhere.
Tracey and Danielle were excited to bring their business to the next level. So, they went to Shark Tank to ask for investment. They hoped to get a deal that would allow them to grow their business and reach more customers. Tracey and Danielle Noonan asked for $75,000 in exchange for 20% equity. Did the entrepreneurs get a deal on Shark Tank? Check out our Wicked Good Cupcakes update to find out!
Wicked Good Cupcakes Net Worth Shark Tank Update 2025
Tracey Noonan and Dani Vilagie went on Shark Tank asking for $75,000 for 20% of their company. This meant they thought their business was worth $375,000. They made a deal with Kevin O’Leary for a royalty deal of $1 per jar sold. The episode was aired on May 10, 2013. The company was later acquired by Hickory Farms and continues to sell nationwide. The sale was estimated at around $10 million.
Things took off in a big way after the entrepreneurs appeared on Shark Tank. The deal with Kevin O’Leary helped them to grow rapidly. They used the money and resources to expand their business. After securing the deal with Kevin, Wicked Good Cupcakes opened a massive 15,000-square-foot commercial kitchen.
This allowed them to increase production and meet the growing demand for their cupcakes. The business grew so much that they even opened new retail locations, including one in Faneuil Hall in Boston and another at the South Shore Plaza Mall.
Thanks to the exposure from Shark Tank and the support from Kevin O’Leary, Wicked Good Cupcakes saw a huge rise in sales. In fact, they went from a modest $150,000 in total sales before Shark Tank to an impressive $2 million in sales by the end of the year. They were on a roll. Over the next few years, their sales continued to grow, and by 2021, the company had reached $5.5 million in lifetime sales.
In 2021, something big happened. A company called Hickory Farms saw potential in Wicked Good Cupcakes and offered a buyout. The Noonans accepted the multi-million-dollar offer. While the company changed hands, Wicked Good Cupcakes continued to thrive under its new ownership.
Today, Wicked Good Cupcakes are still available for sale, and customers can order them from the Hickory Farms website. They have also expanded their product offerings, including custom gift baskets with cupcakes, perfect for gifts or special occasions.
Yes, Wicked Good Cupcakes did get a deal on Shark Tank. Tracey and Danielle Noonan asked for $75,000 in exchange for 20% equity in their business. The Sharks were impressed by the product but had concerns about the business. Kevin O’Leary, also known as Mr. Wonderful, made an offer that was different from the others. He offered the full $75,000, but instead of taking equity, he wanted a royalty deal.
Kevin proposed $1 for every jar sold until his $75,000 investment was recouped. After that, the royalty would drop to $0.45 per jar, in perpetuity.
At first, the Noonans hesitated because they were concerned about giving up too much of their profits. However, after some negotiation, Tracey asked if Kevin could lower the perpetual royalty from $0.50 to $0.40 per jar. Kevin agreed to the change, and the deal was finalized.
| Shark(s) name | Offer & Demand | Counteroffer | Accepted? |
| Lori Greiner | Out | N/A | N/A |
| Robert Herjavec | Out | N/A | N/A |
| Kevin O’Leary | 1# $75,000 for no equity + $1 royalty until the investment is recouped, then $0.50 royalty in perpetuity 2# $75,000 for no equity + $1 royalty until the investment is recouped, then $0.50 royalty in perpetuity | $75,000 for no equity + $1 royalty until investment is recouped, then $0.40 royalty in perpetuity | N/A |
| Daymond John | Out | N/A | N/A |
| Mark Cuban | Out | N/A | N/A |
Wicked Good Cupcakes Shark Tank pitch
Tracey and Danielle Noonan, a mother-daughter team, started Wicked Good Cupcakes because of their love for baking. Tracey had always been passionate about making delicious desserts. She worked in a bakery for many years before deciding to open her own shop. Danielle, her daughter, had a strong background in business. The idea to put cupcakes in jars came to them when they realized that most cupcakes lose their freshness quickly.
They wanted to find a way to extend the shelf life of their cupcakes while maintaining the same taste and quality. The jarred cupcake idea seemed like the perfect solution. It allowed them to ship their cupcakes nationwide without worrying about them going stale.
The challenges they faced in the beginning were tough. They had to figure out how to keep the cupcakes fresh without adding preservatives that could affect the taste. They also had to find a way to make the jars attractive and functional for both shipping and display. Despite these hurdles, they persevered and built a business that soon caught the attention of the Sharks.
When they appeared on Shark Tank, Tracey and Danielle were ready to pitch their product. They presented their product as gourmet cupcakes in jars that stayed fresh for up to a week. The product had a strong appeal because of its unique packaging and the idea that customers could order fresh cupcakes online and have them delivered to their doorsteps. They asked for $75,000 in exchange for 20% equity in the business, which valued their company at $375,000.
They explained that the jars were available in two sizes: an 8oz jar, which cost $2.15 to make and sold for $5.95, and a 16-oz jar, which cost $3 to make and sold for $8.95. Tracey and Danielle shared that their bakery was making $150,000 in sales, with a projected $360,000 for the year. They hoped to use the Shark Tank exposure to grow even more and scale their business. Keep reading our Wicked Good Cupcakes update to see what happens next!
The Sharks had several questions about the product. Here’s a breakdown of their queries and responses:
Robert Herjavec: Robert asked how much sales they had made. Tracey responded that they had sold $73,000 year-to-date, and their retail location brought in $150,000 in sales.
Lori Greiner: Lori asked about the shelf life of the cupcakes. Tracey explained that the cupcakes in jars would stay fresh for about seven to ten days. Lori asked if they could use preservatives to extend the shelf life, but Tracey said that would affect the taste.
Kevin O’Leary: Kevin wanted to know the cost and selling price of the cupcakes. Tracey explained that the 8oz jar cost $2.15 to make and sold for $5.95, while the 16oz jar cost $3 and sold for $8.95.
Mark Cuban: Mark asked if the business was primarily online. Tracey said they sold both online and wholesale, with some products being sold at $3 each wholesale.
The Sharks were split in their responses.
Robert Herjavec wasn’t interested in the product because he wasn’t a fan of desserts. He thought the cupcakes were “too sweet” for his taste, so he went out first.
Daymond John made a joke about being a dessert lover, but ultimately, he wasn’t interested in the investment and bowed out.
Lori Greiner loved the product but was concerned about the short shelf life. She thought the product would have trouble growing because of this, so she decided to pass.
Mark Cuban liked the cupcake trend but didn’t think he was the right investor for the company. He also backed out.
Kevin O’Leary made an offer that was different from the others. He offered $75,000 for no equity but asked for a royalty of $1 per jar sold until his investment was paid back. After that, the royalty would drop to $0.45 per jar in perpetuity. Tracey and Danielle accepted the offer after some negotiation.
Product Availability
From our Wicked Good Cupcakes update research, the cupcakes are still available for purchase today. You can find them on the Hickory Farms website and through their custom gift basket offerings. The product is sold in both 8-oz and 16-oz jar sizes. Prices vary based on the size of the jar and the type of order. Whether you are buying as a gift or for yourself, Wicked Good Cupcakes continues to deliver a sweet treat that stays fresh for days.
Conclusion
Wicked Good Cupcakes is a success story that proves creativity and hard work can pay off. Tracey and Danielle Noonan took a simple idea, cupcakes in jars, and turned it into a multi-million-dollar business. Thanks to their appearance on Shark Tank and the support of Kevin O’Leary, their business grew rapidly. They were able to expand and even sell their company to Hickory Farms for a large sum.
As of today, Wicked Good Cupcakes are still available for sale, and the business continues to thrive. This story shows that with the right idea, determination, and investment, anything is possible. The future looks bright for Wicked Good Cupcakes, and who knows what other sweet surprises are in store?
Hey, I’m Amna Habib an undergraduate student of Bachelors in Business Administration. Shark Tank is one of my favorite TV shows of all time. The show provides a fascinating insight into the world of entrepreneurship by presenting creative solutions to common problems, which strongly connects to my academic interests. I’m interested in learning more about the strategic thinking and creativity that lead these companies as each pitch provides insightful information. I’ve found that watching Shark Tank has inspired my enthusiasm for business and entrepreneurship and has been a very enlightening and motivating experience. Apart from business and writing, I love food, shopping, and hanging out with friends and family. Read more About me.
