TaDah is a food business specializing in Mediterranean falafel street wraps. Founded by John Soriel in January 2011, TaDah offers fresh, high-quality wraps made from natural ingredients.
John, who grew up in an immigrant family with a foodservice and restaurant in New York City, developed a passion for cooking from a young age. Inspired by his family’s international cuisine, he aimed to create a healthy, flavorful Mediterranean dish. After extensive experimentation, John developed a unique falafel wrap recipe.
TaDah’s wraps are available in four flavors: Creamy Caramelized Harissa, Garden Veggie Feta, Spicy-Sweet Harissa Hummus, and Luscious Lemon Garlic Hummus. Each wrap is made with ingredients like bell peppers, lemons, red onions, and garlic cloves, and is plant-based, containing 16 grams of protein. The wraps are packed for convenience and delivered fresh to consumers.
John sought investment on Shark Tank Season 11, Episode 1, asking for $300,000 in exchange for 10% equity at a $3 million valuation. TaDah’s products are sold at major retailers such as Kroger, Lucky’s Market, Publix, and Whole Foods, with each pack of eight wraps priced at $7.99.
| Company Name | TaDah Foods |
| Founder | John Sorial |
| Founded | January 2011 |
| Product | Falafel Street Wraps Foods |
| Asked For | $300K for 10% equity |
| Final Deal | $500K for 25% equity |
| Shark | Daniel Lubetzky |
| Episode (Shark Tank USA) | S11 E1 |
| Air Date | Sep 29, 2019 |
| Business Status | In Business |
| Website | Visit Website |
| Headquarters | Fairfax, Virginia, United States |
| Lifetime Worth (Sales) | $10 Million+ |
| Go To Amazon | Buy Now |
| Watch On | Amazon Prime |
Another Shark Tank Pitch
Who Is The Founder Of TaDah?
John Soriel is the Founder and Managing Partner of TaDah Foods. With a background in chemical engineering from The Johns Hopkins University, John initially worked as a marketing partner at AOL LLC.
He later spent five months in marketing and sales at Primus Telecommunications before leaving to start TaDah Foods.
How Was The Shark Tank Pitch Of TaDah?
John Soriel appeared on Shark Tank seeking $300,000 for 10% equity in TaDah Foods. He introduced his product, highlighting the world’s first gluten-free stuffed falafel peppers. John explained that his family immigrated to America from Egypt. The retail price for a 7.5-ounce frozen falafel pack is $3.99, while an 8-ounce gluten-free pack costs $4.99, with a production cost of $0.90.
TaDah Foods has achieved lifetime sales of $8.2 million. However, sales declined from $2.3 million to $1.7 million, and then to $1 million due to production issues, resulting in a $200,000 loss in 2018. Despite raising $300,000 in a Friends and Family round, the company faces a total liability of $445,000.
Lori Greiner and Robert Herjavec declined to invest, citing lack of interest or fit. Kevin O’Leary also opted out, noting the extensive work required. Daniel Lubetzky offered $300,000 for 20% equity and later increased his offer to $500,000 for 25% equity.
John countered with a proposal of $500,000 for 25% equity plus a $500,000 line of credit. Mark Cuban then offered $300,000 for 20% equity and a $500,000 line of credit. John countered Lubetzky with $500,000 for 20% equity, but Lubetzky declined. John ultimately accepted Lubetzky’s offer of $500,000 for 25% equity.
Finalize: Daniel Lubetzky invests $500k in exchange for 25% equity in “TaDah”.
What Happened To TaDah After Shark Tank?
TaDah Foods secured a deal on Shark Tank with Daniel Lubetzky investing $500,000 for 25% equity in the frozen line foods company.
Following the episode, TaDah Foods experienced a surge in interest, with 100,000 visitors to their official website within a month. The brand’s frozen products were purchased from various stores, including Concord Market, DNY Natural Land, Downtown Natural Market, Whole Foods, and Health & Harmony, and received considerable social media attention.
By February 2020, TaDah Foods products were available at Lowe’s Foods supermarkets. By September 2020, they had expanded to Target stores.
In July 2021, TaDah Foods raised $771,391 from 354 investors through equity-based crowdfunding on WeFunder. By the end of 2021, the company reported annual sales of $2.5 million, with total sales exceeding $10 million. Their products are now available in over 3,500 retail locations across the United States.
John Soriel announced that as of January 2023, TaDah Foods’ products were also available at Walmart. The company saw a 250% increase in sales in 2020 compared to 2019 following the Shark Tank appearance.
As of February 2023, TaDah Foods’ products are stocked in Target, Whole Foods, Sprouts, Kroger, Publix, Harris Teeter, Walmart, Lowe’s Foods, and Wegmans stores. The Shark Tank episode, which aired on September 29, 2019, led to thousands of products sold within the first week.
The brand garnered over 146 million impressions from more than 40 media outlets due to the show. John Soriel plans to expand the brand into additional supermarket chains in the United States.
We will continue to follow John Soriel and TaDah Foods for further updates.
What Is The Net Worth of TaDah?
TaDah Foods secured funding on Shark Tank at a $2 million valuation. By 2023, the company’s estimated worth is around $4 million. John Soriel is focused on expanding the brand’s presence, with products currently available in over 3,500 locations across the United States.
According to IbisWorld, the market size for the frozen food production industry in the United States is expected to reach $40.7 billion by 2023.
TaDah Foods had a strong start, grossing $8.2 million in sales as of 2019. Despite a downturn in sales due to production issues until 2020, the company has been growing steadily since resolving these problems.
The brand’s products are available at major retail stores like Target, Walmart, and Whole Foods. Plans are in place to expand into international markets.
Headquartered in Firefox, Virginia, TaDah Foods employs between 10 and 50 people.
Yes, TaDah is still in business as of February 2023.
frequently asked questions
What Is TaDah?
Tadah is a frozen line foods brand and the brand’s Delicious Foods is “Falafel Street Wraps”.
Who established Tadah?
According to his LinkedIn profile, Tadah was founded in January 2011 by John Soriel.
