In today’s fast-paced world, our food habits are getting poorer. Not everyone has enough time to prepare a well-balanced meal for themselves. A brother-sister duo presents their business, Proper Good, on Shark Tank to offer a “proper” solution.
Brother and sister entrepreneurs Chris and Jennifer Jane brought the Sharks a taste of Proper Good, their home-delivered soup business, in Shark Tank episode 1302. They created the business to solve a problem they had. They’re both busy people and don’t always have time to make nutritious meals. They wanted an easy-to-prepare, healthy meal option, so they created their own.
They probably wanted a Shark’s help getting into grocery stores. Did the Sharks like this soup?
About Proper Good
| Category | Details |
| Founder (Plural if multiple) | Chris and Jennifer Jane |
| Product Type | Shelf-stable, natural ingredient soups |
| Funding (Pre-Shark Tank) | $2 million |
| Investment Asked | $400,000 |
| Equity Offered | 10% |
What Happened on the Shark Tank Episode?
Chris and Jennifer entered the Shark Tank in full Victorian costumes. They were seeking $400,000 for 10% of their business. They explained their business and introduced the soups that stayed shelf-stable for 8 months. Addressing Peter, they said they had grown up on Dragon’s Den and were delighted to learn they would be pitching to him. While they were addressing Peter, the Sharks tried their samples. They all liked the soup.
The average price of the soups was $7 with free shipping. A box of 12 soups cost $30 to make and sold for $72. Year 1 in business was 2020, and they did $556,000 in sales. As of taping, halfway through 2021, they had “just over a million” in sales. They were different from the competition because they were the only shelf-stable meal delivery company. You could even eat the soups cold.
Natural soups in eco-friendly packs, shelf-stable and diet-friendly (keto, plant-based, etc.), from Proper Good. Their key ingredient in all but the plant-based soups is bone broth, which is known to help boost immunity. You can also buy just bone broth. There are also four varieties of oatmeal available for breakfast options.
They have quite a few flavors of soup. The best-sellers are Red Pepper and Meatball, Broccoli Cheddar, Southwest Chili, Chicken Noodle, Meatball Minestrone, and Butternut Squash. You can buy them in pre-made bundles or build your own soup box. Each package of soup is about $7—15% less if you opt into their subscription model. While $7 might seem like a lot for soup, these are actually complete meals. Purchasing an all-natural, complete meal definitely costs more.
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What Makes Proper Good Unique?
The founder duo claimed that their soups are better than the rest as they are made with only natural ingredients. They make sure that the product is free from preservatives and additives.
- The company sells many options of diet-specific meals, including keto, dairy-free, gluten-free, and plant-based. Many of the soups contain bone broth, which is known for boosting immunity.
- The soups are shelf-stable, making them convenient and easy to store.
- Their packaging is also environmentally friendly.
- Each soup serving is sold as a complete meal.
- A long list of flavors is available, including popular options like Red Pepper, Meatball, and Broccoli Cheddar.
- In addition to soups, they also provide a selection of oatmeal options for breakfast.
Find more posts about Proper Good on Shark Tank Blog, read Proper Good Soup for additional information.
Did Proper Good Get a Deal on Shark Tank?
After a marvelous pitch by the brother-sister duo that provided a brief overview of their product, the Sharks and the entrepreneurs got into talking “business.”
The founders explained they were losing money. The company had raised $2 million and would only net $300,000 on the $1.1 million in sales. The customer acquisition cost was $32.
- Daymond liked the soup, but he wasn’t passionate about the business, so he was out. He mentioned that he loved the presentation and wished them both luck.
- Lori said the business was on the right track, and the sales were growing fast enough to indicate that, but she still thought it was too early for her to invest.
- Kevin stated he had no way of knowing the lifetime value of a customer, so he backed out.
- Peter Jones shared that he had invested in food companies before and that the problem was the founders getting squeezed out by investors; he opted out.
- Mark claimed he knew how to make the company huge. He believed they could grow to $25 million in a few years and offered $400,000 for 25%.
After some thought, the Janes countered with 20% equity, and Mark accepted. Both parties shook hands, and a deal was made.
What Happened to Proper Good After Shark Tank?
The Shark Tank Blog constantly provides updates and follow-ups about entrepreneurs who have appeared on the Shark Tank TV show. The deal with Mark did not close. They might not have needed the money: in the week following their initial appearance, they sold three and a half months’ worth of their soup.
With the sales increase from the Shark Tank effect, they projected $2 million in revenue for 2021. The company was 100% direct-to-consumer, and they planned to start going into retail in 2022. Also, in November 2021, the company introduced oatmeal to the line. As of August 2022, revenue was on track for over $2 million for the year.
In November 2022, the company closed a $3.5 million seed round from YETI Capital and The Artisan Group. The funds were used to fuel growth caused by consistently solid direct-to-consumer sales and their expansion to retail. The company was in 2,000 Walmart Super Centers and was eyeing other retail partners. As of November 2023, revenue had grown 400% to $8 million annually.
This page will be updated as new information on Chris and Jennifer Jane & Proper Good becomes available.
***EDITOR’S NOTE: I have bought these several times and have not had a flavor that disappoints. My favorite is the vegan chili. ****
Where Can You Buy It?
Get easy-to-prepare food from the official website of Proper Good and start your morning with a nutritious breakfast. No more struggling to prepare meals and no more relying on junk food when you can get your Proper Good meals from Amazon.
Get more company information from the website. You can also check their social media for regular updates.
Quick Summary
- Chris and Jennifer Jane pitched Proper Good, their home-delivered soup business, on Shark Tank.
- The Sharks were impressed by the unique, shelf-stable soups made from clean, natural ingredients.
- The pitch concluded with an exciting offer and negotiations, showcasing the potential of the business.
See what else is new! View other businesses featured in this episode.
