Youngsters and picky-eating go collectively like peanut butter and jelly — but it surely would not must be that approach. Founder Tomo Delaney began Noshi, a meals model particularly for teenagers, as a direct response to his two youngsters regularly saying “no” on the eating desk. Delaney realized it wasn’t a lot concerning the meals selections he was presenting them with because it was about empowering children to really feel included within the meal course of. “So I got down to develop a model that was constructed round merchandise particularly designed to be used by children,” he shared on Noshi’s web site. 

In different phrases, Delaney stated “sure” to the idea of enjoying with meals, which resulted within the first iteration of the Noshi model. He launched Meals Paint — tubes of colourful condiments made with all-natural elements in flavors akin to strawberry, pear, and blueberry — in 2017. A couple of years into promoting the merchandise, Delaney had already scored branded licensing partnerships with Crayola, Peppa Pig, Daniel Tiger’s Neighborhood, and The World of Eric Carle’s The Very Hungry Caterpillar. 

And the tubes packaged like artwork provides had been already featured in Walmart when he introduced Noshi to “Shark Tank” in September 2022. However on Season 14, Episode 21 of the present, he expressed needing funding to scale the enterprise and enhance margins, in addition to for private causes akin to his spouse’s well being points. He requested for $250,000 in return for a 17% share within the edible artwork product line. The Sharks weren’t straightforward to win over, however Delaney was decided to get his playful condiments into extra children’ fingers. 

When Delaney pitched the Sharks together with his enterprise proposition on that fateful autumn day in 2022 (although the episode aired a 12 months later, in 2023), he offered every of them with their very own tubes of Meals Paint to play with. And he led with what children need from the get-go. Positive, children love condiments, akin to well-liked ketchup manufacturers, however what they actually need is company to get inventive with their meals. Kevin O’Leary denied the supply primarily based on insecurity within the model’s gross sales, and a sequence of “no’s” adopted for a wide range of causes. 

That’s, till the deal got here to Mark Cuban, who, impressed by Delaney’s model partnership with Crayola and the potential of promoting the product on-line and at decrease retail costs, agreed to speculate. On the present, Cuban steered promoting particular person tubes of Noshi’s Sketchup, Mustart, and Crayonnaise for round $1.99 every, which might enable mother and father to choose them up and check out them with their children with much less of a dedication than shopping for an entire pack for $5.46. In an act of religion within the model and its founder, Cuban provided $250,000 for 25% fairness in Noshi. Delaney agreed virtually instantly. What adopted subsequent was an evolution of Meals Paint from its clever origins.

After locking within the important funding on “Shark Tank,” Delaney secured a three-year contract with Walmart to develop the sale of his merchandise on the retail chain. Noshi has apparently been rising steadily, at roughly a ten% year-over-year charge, in line with Shark Tank Insights. It isn’t clear whether or not the expansion may be attributed to the model’s elevated limelight by way of the present, or different components like repeat clients or higher product margins. 

Nonetheless, the present condiments look vastly completely different from the mock Crayola paint tubes featured on “Shark Tank.” Most notably, Noshi underwent a rebrand from its early days as Noshi Meals Paint to a line of savory condiments referred to as Noshi For Youngsters. Noshi now affords three merchandise for buy: kid-friendly 10-ounce handheld tubes of Ketchup, Chick’n Dip, and Ranch — all natural and that includes pure elements. Every flavorful condiment retails at $5 a pop, and is ideal for including taste to frozen rooster nuggets or a veggie plate. 

Although the condiments are not artwork undertaking particular, the wonder is that children nonetheless get to play with their meals by squeezing the condiments onto their plates. Following Cuban’s recommendation, the youngsters’ condiments at the moment are absolutely accessible on-line, too, which could possibly be serving to gross sales. The merchandise can now be conveniently bought on the model’s web site, Instagram, and TikTok store.

As of June 2025, Noshi is definitely nonetheless in enterprise. The model is reportedly valued at round $1.1 million, in comparison with $1 million after Cuban’s funding. Nonetheless, just like the Sharks informed Delaney, he had a number of work to do to extend earnings. Viewers of the present agreed. On a Reddit episode assessment thread, one person wrote, “I would like him to do properly however [shudder] on the considered the unnecessary extra waste,” whereas others expressed doubts concerning the model’s excessive costs and the squandered alternative of not interesting to influencers on social media.

Given Noshi’s rebrand after the present, it is doable that the artwork device format did not land as properly with mother and father as Delaney initially imagined. The unique edible Meals Paint field partnership with Crayola bought blended critiques on Amazon, with normal suggestions that the tubes had been enjoyable however impractical. “The paints are extra of a sauce consistency, and the bottles don’t have a reusable cap so you can not use and simply save for one more day,” one buyer wrote, once more pointing on the want for a extra sustainable product. 

Regardless of the case, it is clear that Delaney’s “Shark Tank” expertise gave him crucial recommendation and assets to make important modifications to the model. In a latest 2025 interview, Delaney informed DeliveryRank that, whereas it did not have the finances or expertise to check the unique product messaging, Noshi has now “reimagined the product to enchantment to each mother and father and kids — preserving the enjoyable, creativity, and empowerment parts for teenagers whereas delivering the familiarity and readability mother and father want.”

Although Noshi’s merchandise not are available colourful mock artwork kits resembling Crayola merchandise, the model’s condiments — now extra sensible, with extra servings per tube and a resealable cap — may be added to a wide range of kid-friendly ceremonial dinner snacks whereas nonetheless empowering younger ones to decorate up their very own meals. However even with the reimagined product line, Delaney hasn’t given up on the unique idea of edible artwork. Noshi not too long ago introduced plans to launch tubes of more healthy frosting in July 2025 beneath the model’s authentic Meals Paint title.

With added nutritional vitamins and minerals, the naturally-flavored and coloured children’ frosting will are available primary-color flavors of strawberry, blueberry, mango, and lime, which can function enjoyable, personified fruit characters on the tubes. In an Instagram put up on March 26, 2025, the model wrote in its caption: “Noshi edible Meals Paint for teenagers: These tubes, these colours, these advantages. Draw it on pancakes, waffles, cup desserts, and cookies. Or simply suck it straight from the tube! It is what it was at all times meant to be.” Extra playful meals experiences on your children (or internal little one)? Say much less.