How a healthy snack brand turned a “no deal” into a big win.
What is Rule Breaker Snacks?
Rule Breaker Snacks is not your average dessert brand. They make brownies, blondies, and other treats that are vegan, gluten-free, and allergen-friendly. The secret? Chickpeas. Yes, the main ingredient in hummus is the star of these treats.
Nancy Kalish, a former health journalist, started the company in 2014. She wanted to create something sweet and healthy for people with dietary restrictions. And she nailed it.
Rule Breaker Snacks Shark Tank Moment
In February 2021, Nancy Kalish stepped onto the Shark Tank stage. She pitched Rule Breaker Snacks to the Sharks, asking for $400,000 in exchange for 10% equity.
| Category | Details |
|---|---|
| Founder | Nancy Kalish |
| Year Founded | 2014 |
| Headquarters | Brooklyn, New York |
| Core Products | Vegan, gluten-free brownies and blondies |
| Shark Tank Ask | $400,000 for 10% equity |
| Shark Tank Outcome | No deal |
| 2020 Revenue | $444,000 |
| 2021 Revenue | $1.3 million |
| 2022 Revenue | $2.2 million |
| Estimated Net Worth (2025) | Estimated to be around $5 million to $10 million |
Her presentation highlighted the snacks’ unique ingredients and growing market demand for allergen-friendly foods. Nancy shared her passion and explained how her treats are safe for kids and adults with allergies.
The Sharks liked the product but weren’t sold on the business model. They worried about scaling and profitability. In the end, Nancy walked away without a deal.
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Rule Breaker Snacks Life Before Shark Tank
Before Shark Tank, Rule Breaker Snacks was a small but growing brand.
- In 2020, the company made around $444,000 in sales.
- It was available in select stores and online, but it hadn’t reached its full potential.
Nancy was struggling to scale the business and needed funding to expand production and marketing.
Rule Breaker Snacks After Shark Tank
Even though she didn’t get a deal, the Shark Tank exposure was a game-changer. People loved the idea of guilt-free brownies and blondies made from chickpeas.
Here’s what happened after the show:
- Sales Jumped: In 2021, sales climbed to $1.3 million, nearly tripling from the year before.
- Retail Expansion: Rule Breaker Snacks landed in major stores like Walmart, Wegmans, and Whole Foods.
- New Investors: Nancy raised $171,000 through a crowdfunding campaign on Republic.com. She also secured a partnership with Bimbo Bakeries USA, the largest bakery company in the world.
By 2022, the company hit $2.2 million in revenue.
How’s Business Running Now?
Rule Breaker Snacks is thriving.
- The product line has expanded to include mini bites and new flavors.
- The company continues to grow its presence in retail stores and online.
- Nancy is staying true to her mission of making healthy, delicious treats that everyone can enjoy.
As of 2025, Rule Breaker Snacks is estimated to be around $5 million to $10 million. The brand is proof that a “no” on Shark Tank doesn’t mean failure.
Also read: The Story of Rubi Laija: A Glimpse into Peso Pluma’s Family
Why People Love Rule Breaker Snacks
These aren’t just any desserts. They’re treats you can feel good about eating. Here’s why:
- Allergen-Friendly: No gluten, nuts, dairy, or soy. Safe for almost everyone.
- Vegan and Plant-Based: Great for those avoiding animal products.
- Low Sugar: A healthier option for anyone watching their sugar intake.
And let’s not forget—they taste amazing.
Lessons from Rule Breaker Snacks
Nancy Kalish’s story is inspiring for any entrepreneur. She didn’t let rejection stop her. Instead, she used the Shark Tank platform to showcase her product and build her brand.
The key takeaway? Believe in your vision. Even if some doors close, others will open.
Final Thoughts
Rule Breaker Snacks is more than a dessert company. It’s a symbol of resilience and creativity. Nancy Kalish took an idea born out of necessity and turned it into a thriving business.
Today, millions of people enjoy her chickpea-based treats. And that’s just the beginning.
If you haven’t tried Rule Breaker Snacks yet, maybe it’s time to break the rules—and your snack habits.
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