Wicked Good Cupcakes Shark Tank Episode (Season 4, Episode 22)

Tracey Noonan and Danielle Vilagie, a mother-daughter duo from Massachusetts, appeared on Shark Tank Season 4 (Season 4, Episode 22) seeking $75,000 for 20% equity in their cupcake business. They ended up making a deal with Kevin O’Leary for $75,000 in exchange for a $1 royalty per cupcake until the investment was recouped, plus $0.45 per cupcake in perpetuity

The Shark Tank appearance of Wicked Good Cupcakes in Season 4 stands out as one of the most memorable pitches in the show’s history. Tracey and Danielle Noonan walked into the tank with a unique product that immediately caught the sharks’ attention—gourmet cupcakes in jars.

The concept was simple yet innovative: preserve the freshness of delicious cupcakes by packaging them in jars, making them easier to ship and store.

Tracey and Danielle were seeking a $75,000 investment in exchange for 20% equity in their company. The sharks, intrigued by the potential of the product, quickly dove into the details.

The Noonans had already established a solid foundation with their Boston-based bakery, generating significant revenue from both local sales and nationwide shipping.

However, while the sharks were impressed by the sales figures and the innovative product, they had concerns about the business model, particularly the margins and the shelf life of the jarred cupcakes.

Kevin O’Leary, known for his sharp negotiating skills, made an unconventional offer. Instead of taking equity, he proposed a royalty deal—$1 for every jar sold until his $75,000 investment was recouped, and then $0.45 in perpetuity.

After a brief negotiation and some hesitation, the Noonans accepted the offer, marking the beginning of a transformative partnership with “Mr. Wonderful.”

Wicked Good Cupcakes Shark Tank Update

Following their deal with Kevin O’Leary, Wicked Good Cupcakes quickly expanded. The first major step was securing a 15,000 square foot commercial baking facility to streamline operations and meet the growing demand for their products. This move allowed them to increase production capacity and maintain the quality that had made their cupcakes so popular.

The Noonans didn’t stop there. They opened additional retail locations, including prominent spots in Faneuil Hall and the South Shore Plaza Mall. These expansions, combined with their thriving online sales, helped the business soar to new heights.

In a Season 7 update on Shark Tank, the Noonans proudly shared that they had reached $5.5 million in lifetime sales. This was just the beginning. Over time, their sales continued to climb, eventually surpassing $40 million.

The partnership with Kevin O’Leary proved to be incredibly beneficial, with his strategic guidance helping them navigate challenges and capitalize on opportunities.

The most significant development came in 2021 when Hickory Farms offered a multi-million dollar buyout, which the Noonans accepted. This deal not only validated the success of Wicked Good Cupcakes but also marked a new chapter for the business and its founders.

Key details:

Wicked Good Cupcakes was founded in 2011 after Tracey and Danielle took cake decorating classes together
They sold $150,000 in cupcakes the year they appeared on Shark Tank, projecting $360,000 for the current year

The company’s unique selling point was fresh-baked cupcakes in jars with a 10-day shelf life, allowing nationwide shipping

Post-Shark Tank success:

Sales skyrocketed after the Shark Tank episode aired, reaching 600% growth within a year

By 2018, Wicked Good Cupcakes was shipping up to 10,000 cupcake jars per day and had $10 million in annual sales
They expanded production to a 21,000 sq ft facility with over 30 employees and partnered with brands like Cinnabon

Acquisition and current status:

In June 2021, Wicked Good Cupcakes was acquired by Hickory Farms for an undisclosed multi-million-dollar amount
Since Shark Tank, the company did $40 million in total sales and Kevin O’Leary earned over $1 million in royalties
Tracey and Danielle are now millionaires, grateful to Shark Tank for their success

Wicked Good Cupcakes’ appearance on Shark Tank propelled them to become a national success story. The company’s innovative product, savvy business moves, and the Shark Tank platform allowed them to achieve remarkable growth and a lucrative acquisition.

Wicked Good Cupcakes Tracey Noonan

Tracey Noonan, co-founder of Wicked Good Cupcakes, is the heart and soul behind the brand. Alongside her daughter Danielle, Tracey transformed a simple baking hobby into a thriving business.

Her passion for baking, combined with a keen business sense, has been instrumental in the company’s success.

Before venturing into the world of cupcakes, Tracey had a background in photography, which influenced the aesthetic appeal of their products. This attention to detail, along with her commitment to quality, has been a driving force in the company’s growth.

Tracey’s leadership and vision were crucial during the Shark Tank pitch, where she negotiated with Kevin O’Leary and ultimately secured a deal that would propel their business forward. Her story is one of determination, creativity, and resilience, serving as an inspiration to aspiring entrepreneurs.

Wicked Good Cupcakes Annual Sales

Wicked Good Cupcakes has experienced significant growth in annual sales since its inception. Initially, the company generated modest revenue through local sales and online orders. However, their appearance on Shark Tank was a turning point, dramatically increasing their visibility and customer base.

In the year of their Shark Tank appearance, the company projected sales of $360,000. This figure was a substantial achievement for a small business, but it was just the beginning. Over the following years, their sales continued to grow, reaching millions of dollars annually.

By the time of their Season 7 update on Shark Tank, the company had already achieved $5.5 million in lifetime sales.

This success continued to build, with annual sales eventually contributing to a lifetime total of over $40 million. These impressive figures underscore the strong demand for their unique product and the effectiveness of their business model.

Wicked Good Cupcakes History

Wicked Good Cupcakes started as a humble baking project between mother and daughter. Tracey and Danielle Noonan began making cupcakes together as a fun, bonding activity. However, it wasn’t long before they realized the potential to turn their hobby into a business.

The idea of packaging cupcakes in jars came from a desire to extend the shelf life of their delicious creations while making them easier to ship. This innovation set them apart from traditional bakeries and allowed them to tap into the growing market for gourmet, giftable treats.

The company officially launched in 2011, and within a few years, they had built a loyal customer base and garnered attention for their unique product. Their appearance on Shark Tank in 2013 was a pivotal moment in the company’s history, leading to rapid growth and widespread recognition.

What Happened To Wicked Good Cupcakes After Shark Tank

After their successful pitch on Shark Tank, Wicked Good Cupcakes experienced a surge in orders and interest. The exposure from the show, combined with their deal with Kevin O’Leary, helped them expand their operations and reach a broader audience.

The company moved into a larger commercial facility, opened new retail locations, and continued to grow their online sales. Over the years, Wicked Good Cupcakes became a household name, known for its innovative packaging and delicious products.

In 2021, the company was acquired by Hickory Farms in a multi-million dollar deal. This acquisition marked a significant milestone in the company’s journey, providing the Noonans with financial security and opening up new opportunities for the brand under new ownership.

How Is Wicked Good Cupcakes Doing

Wicked Good Cupcakes remains a successful and beloved brand. Although the company is now part of Hickory Farms, it continues to operate under the same name, with its signature products still available for purchase online and in select retail locations.

The brand’s success story continues to inspire entrepreneurs and food enthusiasts alike. Tracey and Danielle Noonan’s journey from a small kitchen project to a multi-million dollar business is a testament to the power of innovation, hard work, and smart business decisions.

With a strong foundation and the support of Hickory Farms, Wicked Good Cupcakes is well-positioned to continue delighting customers with their unique and delicious cupcakes for years to come.

Wicked Good Cupcakes Net Worth

Since their appearance on Shark Tank, Wicked Good Cupcakes has seen remarkable growth, translating into substantial financial success. The company, which started as a small family business, has grown into a multi-million-dollar enterprise. Following their deal with Kevin O’Leary, the brand’s visibility skyrocketed, leading to a significant increase in sales.

As of the latest reports, Wicked Good Cupcakes has generated over $40 million in lifetime sales. The company’s net worth has also surged, thanks in part to the multi-million-dollar buyout offer they received from Hickory Farms in 2021. While exact figures regarding the Noonans’ personal net worth aren’t public, it is clear that the business has made them multi-millionaires.

The growth in net worth can be attributed to the company’s ability to capitalize on its Shark Tank exposure, strategic partnerships, and the ongoing popularity of their unique product. Kevin O’Leary, who has earned over $1 million in royalties from his deal, has also played a crucial role in guiding the company toward continued success.

Wicked Good Cupcakes Shark Tank Episode (Season 4, Episode 22)