Nude Foods Market - Shark Tank Update

Sustainability-focused founders Rachel Irons and Verity Noble entered Shark Tank Season 17 carrying a bag full of single-use plastic to illustrate how much packaging an average household discards in a short period of time, then introduced Nude Foods Market, their zero-waste grocery concept built around reusable containers instead of disposable packaging. The idea originally took shape in 2020 when the founders pivoted during the pandemic from a planned brick-and-mortar launch into bike-delivered groceries packed in reusable glass jars, operating out of partially remodeled kitchen space in Boulder.

Their system allows customers to buy staples, snacks, prepared meals, and household goods in returnable containers that are cleaned, refilled, and reused, while bulk purchasing helps keep pricing competitive with conventional grocery stores. During the pitch, the founders revealed that their first 2,500-square-foot store generated approximately $1.8 million in annual sales with projected revenue of $2.7 million the following year, while maintaining gross margins near 40%—well above typical grocery industry averages.

They also explained that roughly 20% of revenue came from products prepared and packaged in-house, a detail that highlighted how carefully the business had been designed around both sustainability and profitability.

Although several Sharks admired the mission, the discussion quickly shifted to how difficult grocery expansion can be, with concerns about logistics, real estate, and whether larger chains could eventually copy the model. Guest shark Allison Ellsworth declined after sharing that a previous grocery investment had failed, while Lori Greiner stepped away due to overlap with another investment.

That left Robert Herjavec and Kevin O'Leary, who ultimately partnered on a $250,000 investment for 20% equity after rejecting the founders’ attempt to preserve more ownership through advisory shares. Since filming, Nude Foods Market has continued operating its Colorado locations in Boulder and Denver, where customers pay a small deposit on jars and receive credits when containers are returned.

The business has also expanded its local delivery model, added chef-prepared meals, and built community engagement through initiatives like zero-waste challenges and pop-up events designed to make sustainable shopping feel practical rather than niche. Rather than positioning itself as just another organic grocery store, Nude Foods Market continues trying to prove that reusable packaging can work at scale in a category where convenience usually wins.