Heather’s Choice, a healthy snack meal product founded by Heather Kelly, aired on the 15th season of Shark Tank USA in 2024. The founder was seeking $250,000 for 10% equity for their business. Unfortunately, she couldn’t secure a deal with any of the Sharks. In this article, we will explore Heather’s Choice Net Worth in 2024, its Shark Tank pitch summary, and more.
Heather’s Choice Net Worth
As of January 2024, Heather’s Choice’s net worth is estimated at $3.3 million, and its annual revenue was $1 million in 2022.
| Net worth | $3.3 million *estimated |
| Annual Sales Revenue | $1 million (2022) |
| Profits | Not Available |
| Lifetime sales | Not Available |
| Employees | 11-50 employees |
Heather’s Choice Net Worth Timeline
| Net Worth 2024 | $3.3 million |
| Net Worth 2023 | $3 million |
| Net Worth 2022 | $2.5 million |
Shark Tank Heather’s Choice Update from Season 15
Heather Kelly, the founder of Heather’s Choice, developed a line of easy-to-pack meals designed for outdoor adventures. Her products, such as Grass-Fed Bison Chili and Morning Glory Oatmeal, are packaged in bags, making them shelf-stable and portable. In addition to meals, she also offers Packaroons, her signature macaroons, available in eight different flavors.
In the Shark Tank, the founder asked for $250,000 for 10% equity, valuing her company at $2.5 million. She asked the Sharks to imagine going on an adventure and struggling to find good food. There, she focused her pitch on the challenges adventurers face regarding meals. Heather shared samples of her popular meals and Packaroons with Sharks to get a deal from her pitch there.
Candace Nelson and Lori Greiner immediately liked the convenience of the breakfast and dinner packs because they only needed hot water to prepare. Also, all the Sharks appreciated Heather’s Choice’s flavor, variety, and packaging. Then, Candace asked how many flavors Heather’s Choice offered. At that moment, Kelly proudly shared that there are six breakfast options, eight dinners, and eight flavors of Packaroons.
Candace then inquired about the price of the product. Heather explained that Packaroons are $2.50 a pack, $8.95 for breakfast, and $12.50 to $15.95 for dinner range. Guest Shark Candace then asked if Heather was a chef. Heather replied that she had left Alaska to attend college, where she joined the rowing team at Western Washington University, helping the team win three national championships. There, her intense training sparked her interest in health and nutrition.
However, she said that the idea for Heather’s Choice began during a 30-day rowing and hiking trip through the Grand Canyon. To prepare day rowing, Heather dehydrated her meals there, inspiring her to turn this concept into a business. At that moment, Kevin O’Leary pointed out that her market seemed very niche.
He then asked how she finds her customers and how much she earns from each one. Heather explained that her profit margin is 75% on all products. There, She also said she started the business by selling her meals on Shopify, Amazon, and REI. Also, REI became her most significant customer, and her wholesale network grew to 237 locations.
Kevin then asked about her latest sales. Heather proudly shared that 2022 was the first year they hit $1 million in revenue. At that moment, Candace asked about the business’s profits. There, Heather admitted the company wasn’t profitable because they had been producing the products in Alaska.
Mr. Wonderful then suggested switching to a co-packer to scale the business. Still, Heather explained that she had tried it, which lowered the food quality. She moved production to the lower 48 states to fix this, boosting her margins to around 80%. Further, Heather said that she also wanted help scaling her Packaroon line, especially since she expects to reduce costs soon. Moreover, to get concern from the Sharks, there, she revealed the company had $1 million in debt.
However, Kevin said he wasn’t the right investor and decided not to invest in the deal. Candace Nelson loved the product but saw too many challenges to invest in, so she also went out. Mark Cuban saw Heather’s potential but believed she needed to be more open to using a co-packer. He also decided not to invest in the company.
Lori advised Heather to focus on the breakfast and dinner packs instead of the Packaroons. However, she decided not to invest, and Daymond John also followed with the same decision. In the end, Heather had to leave Shark Tank without a deal.
| Company Name | Heather’s Choice |
| Founder | Heather Kelly |
| Business | A healthy snack meal |
| Episode | Season 15, Episode 10 |
| Asked Deal | $250,000 for 10% equity |
| Final Deal | No Deal |
| Shark | No Sharks |
| Business Status | In Business |
| Company Website | Visit Website |
| Headquarter | Anchorage, Alaska, USA |
Summary of the Sharks’ Deal List!
| Shark | Offer | Counteroffer |
| Mark Cuban | No | N/A |
| Kevin O’Leary | No | N/A |
| Lori Grinear | No | N/A |
| Daymond John | No | N/A |
| Candace Nelson | No | N/A |
What Happened to Heather’s Choice after Shark Tank?
As of September 2024, Heather’s Choice is still in business. After appearing on Shark Tank, Heather’s Choice seems to be doing well. Although Heather didn’t get a deal, the show’s exposure boosted her business.
However, because its headquarters are in Alaska, Heather’s Choice faces challenges with high shipping costs. Sourcing local ingredients, like grass-fed bison, also adds to the difficulty and raises production costs. These factors, along with shipping expenses, affect cost efficiency. The company has formed partnerships and joined e-commerce coalitions to tackle these issues.
Currently, the company offers breakfast options like Apple Pie Buckwheat, Morning Glory Oatmeal, and Blueberry Cinnamon Buckwheat Breakfast. Each packet costs $8.95, or customers can buy a sample pack with all the breakfast flavors for $49.95. For dinner, choices include Grass-Fed Beef Shepherd’s Pie, Spinach Curry with Chicken and Rice, and Grass-Fed Bison Chili, priced between $12 and $15 per packet. Their Packaroons, high in healthy fats and protein, sell for $2.50 each or $25 for a pack of 10.
With its focus on quality and innovation, the company is ready for further growth and success. Customers, especially in the outdoor and hunting communities, have given Heather’s Choice positive reviews. They appreciate the meals’ good balance of nutrition and taste, which is hard to find in dehydrated outdoor foods. For example, the African Peanut Stew has an average rating of 4.3 stars from 23 reviews on Amazon. The product is available in about 20 stores across the US, including Scheels, REI, and Garage Grown Gear.
The company also has many blogs on backpacking, meal planning, health, and wellness. Moreover, they share recipes that use their products, reflecting Heather’s love for the outdoors and cooking. Also, as a woman-led business, Heather’s Choice shows strength and looks forward to a bright future.
Heather’s Choice Founder
Heather Kelly grew up in Bird Creek, Alaska, where she developed a strong love for nutritious, home-cooked meals. In the late 2000s, she attended Western Washington University. The university recognized her enthusiasm and invited her to join the rowing team.
This experience introduced her to a rigorous exercise routine 24 hours a week, sparking her interest in diet and fitness. While on the rowing team, Heather learned a lot about nutrition. Her hard work and dedication helped her team win multiple national championships.
In 2010, Heather earned a degree in Evolutionary Sports Nutrition. After college, in 2011, she joined a 30-day trip to the Grand Canyon, where she had to row a 3,000-pound gearboat over 200 miles. This challenging trip required a high-calorie diet, and to prepare, Heather had to bring 50 pounds of food. This experience inspired her to create Heather’s Choice in 2014.
Heather Kelly is also a sports nutritionist and trained psychology coach, and she has helped thousands of people worldwide create healthy eating plans. Her net worth is not known as of 2024.
Heather’s Choice Achievements and Awards
| Year | Achievements and Awards |
| 2017 | In 2017, she launched her company with a successful Kickstarter campaign that raised $54,074 CB Insights recognized the company as the “Most Well-Funded Food Startup in Alaska” |
| 2024 | The company was featured on Shark Tank Season 15 |
Conclusion
Shark Tank is a TV show showcasing different business ideas, helping them succeed. Heather’s Choice was one of the ventures featured on the show. Despite the loss of deal, the company showed that success is possible with the right idea and execution. Now, we eagerly await to see how their success story unfolds in the future.
Before you leave, check out the other company updates in Season 15, Episode 10.
