What Happened To TaDah After Shark Tank?

Fans of "Shark Tank" may remember "Eat Good, Do Good", the heartfelt mission behind owner John Sorial's falafel street wrap start-up, TaDah. Thanks in part to his Middle Eastern background, Sorial is passionate about creating high-quality, culturally inclusive foods that have the potential to rival even the best Mediterranean restaurants in the U.S. The New York-based founder grew up in an immigrant family of culinary entrepreneurs that taught him at an early age how to cook delicious, traditional meals that bring people together. In an effort to create a meaningful business model, the company donates 25% of its distributed profits to non-profit, socially active organizations through platforms like GoFundMe.

After Sorial realized his chosen career path of being a chemical engineer wasn't for him, he went on to create TaDah's falafel street wraps. The plant-based wraps are made of whole wheat with chickpeas, herbs, and spices, and they come in both vegan and vegetarian variations. The company also released falafel poppers at one point, which are bite-sized chickpea fritters.

Sorial's authentic and sincere approach touched sharks Daniel Lubetzky and Mark Cuban enough for them to offer TaDah investment opportunities at the start of "Shark Tank" Season 11. However, there were some concerns that arose about the owner's business model and monetary decisions that had the hungry sharks feeling hesitant about the future of TaDah.

John Sorial pitched his compelling story and TaDah's company mission to the Sharks in 2019, asking for $300,000 for 10% of his business. Although the investors enjoyed sampling his falafel wraps, they were worried when Sorial revealed that he only owned 25% of the company, explaining that he sold 75% of it after the company's contracted manufacturer was unable to meet the high demand for TaDah's product. They were also concerned about the large charity donations even after the business experienced a huge profit drop of over $1 million.

Due to these concerns following Sorial's pitch, all potential investors dropped out. However, two sharks were still swimming to make TaDah an offer — Mark Cuban and Kind Bar CEO and guest shark, Daniel Lubetzky. A classic "Shark Tank" bidding war ensued, as each bidder rose the bar, offering higher shareholder percentages than Sorial's initial pitch for 10% equity. Lubetzky said he'd give Sorial $500,000 for 25% capital, and Cuban proposed $300,000 for 20% as well as a $500,000 line of credit. In the end, Sorial chose to work with Lubetzky, who also offered to buy out some of his other partners' portions.

When founder John Sorial's episode aired on September 29, 2019, TaDah's website received an influx of 50,000 interested viewers. A month later, that website traffic doubled, and from then on, the only way to go was up. After the initial "Shark Tank" deal was struck, TaDah has made approximately $4 million each year. Backed by Lubetzky, the company used this publicity to further its goal of increasing production and distribution and was able to successfully land its falafel wraps on shelves in over 3,500 stores across America. Stores like Target, Whole Foods, Kroger, and Wegmans are just a few of the trusted U.S. grocery chains where you can find them.

TaDah gained traction on social media as various news outlets continued to publish his success story, which helped business stay booming. When the COVID-19 pandemic hit, 2020 was met with production issues once again, but the company has since been able to bounce back in full force. TaDah's street wraps eventually received high praise from Eat This! Not That, and were named the "Best Healthy Frozen Wrap of 2022." The article's author, Meaghan Cameron, had praise for the wrap's flavor: "The heat from the ghost peppers paired perfectly with the creamy labneh, and the sweetness from the caramelized onions rounded everything out," she wrote.

TaDah and its flavorful wraps are still going strong today. Customers love the product because it's convenient and above all, healthy. TaDah's street wraps flavors have remained unchanged and come in four flavors: Fresh Lemon-Garlic Hummus, Sweet-Spicy Harissa & Lebni, Feta Green Pepper Salsa, and Spicy Brown Sugar Harissa Hummus.

Its poppers once came in Lemony Roasted Garlic Hummus, Harissa Hummus, and Cucumber Dill Yogurt varieties. However, the poppers are no longer featured on the main products page of TaDah's website, and in 2022, comments on the company's Instagram account confirmed the product was currently unavailable but may return in the future. To try the entire range of falafel flavors available, fans can now purchase a variety pack of eight or 12 wraps.

John Sorial's company is headquartered in Fairfax, Virginia and is currently trying to get its microwavable, plant-based products to reach an international level of success. As more and more people experience TaDah's wholesome mission and healthy falafel wraps, only time will tell how the company will continue to grow.