In 2015, Tomo Delaney-Lethbridge founded Noshi with a simple yet innovative idea – to make mealtime more enjoyable for children through edible food paints. Inspired by a friend’s suggestion that visually appealing food might encourage kids to eat better, Delaney-Lethbridge launched a Kickstarter campaign to fund his concept and collaborated with food scientists to develop a shelf-stable product.
Noshi’s mission is to promote healthier eating habits among children by transforming ordinary meals into vibrant, creative experiences. The company’s flagship product, Noshi Food Paint, is made from organic fruits and available in flavors like strawberry, pear, and blueberry. These paints, packaged in convenient tubes, can be used to decorate various foods, from pancakes and waffles to yogurt, adding a burst of color and flavor to every bite.
Adhering to its commitment to wholesome ingredients, Noshi ensures that its products are free from artificial colors and flavors, focusing solely on all-natural formulations. This approach aligns with the company’s goal of encouraging healthy eating habits while making mealtime an engaging and enjoyable experience for kids.
Delaney-Lethbridge’s entrepreneurial journey took a significant turn when Noshi appeared on Shark Tank in Season 14, Episode 21. Initially seeking $250,000 for a 17% equity stake, he garnered interest from Mark Cuban, who offered the requested investment in exchange for 25% equity. Delaney-Lethbridge accepted the deal, paving the way for Noshi’s growth and expansion.
Following the Shark Tank appearance, Noshi capitalized on the exposure by enhancing its product line and revamping its packaging based on Mark Cuban’s advice. The company also secured lucrative licensing deals with renowned brands like Crayola, Peppa Pig, and Daniel Tiger, leveraging their popularity to attract a broader audience.
Today, Noshi products are widely available, gracing the shelves of over 2,000 Walmart locations, as well as online retailers like Amazon and the company’s official website. Building on its initial success, Noshi has introduced new flavors and edible paint colors, catering to diverse preferences and making mealtime even more exciting for children.
Noshi remains headquartered in New York, where it continues to innovate and explore new partnerships and product expansions. One notable addition is the “Sketchup” savory paint flavor, designed specifically for drawing on foods like ketchup, further expanding the creative possibilities for kids.
Noshi’s post-Shark Tank journey has been marked by a significant boost in visibility and sales, as well as a growing online presence and community engagement. Parents have embraced the brand, sharing user-generated content and positive reviews, a testament to Noshi’s ability to make mealtime fun and engaging for their children.
While the company’s exact net worth is undisclosed, it is estimated to be around $1 million, with ongoing efforts to improve profit margins and expand its market reach. Noshi continues to address challenges related to production and distribution, all while maintaining its core commitment to making mealtime a healthy and enjoyable experience for kids.
Through its innovative approach and dedication to promoting healthy eating habits, Noshi has made significant strides in transforming the way children perceive and interact with food. With its vibrant edible paints and creative products, the company has proven that mealtime can be both nutritious and entertaining, sparking curiosity and fostering lasting connections between kids and their plates.
