Shark Tank Update: What happened to SubSafe after the show?

SubSafe first appeared on Shark Tank in 2019 during Season 10. The product is designed to protect submarine sandwiches from water damage and other potential mishaps.

Created by Florida couple Adam and Desiree Haller, SubSafe addresses a common issue faced by boaters and outdoor enthusiasts: keeping sandwiches dry and intact. Each SubSafe container is waterproof, crush-proof, and even floats, ensuring that sandwiches stay fresh and unharmed during outdoor adventures.

After appearing on Shark Tank, SubSafe gained significant attention and growth, securing distribution deals with major retailers and expanding its product line.

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What is SubSafe from Shark Tank?

SubSafe was born from a practical need when Adam Haller, an avid fisherman, frequently found his sandwiches ruined by water and squishing in his cooler. To solve this problem, the Hallers developed SubSafe, a three-part, cylindrical container that provides a safe and waterproof space for storing sandwiches.

The product is eco-friendly, offering an alternative to plastic sandwich bags, and also contributes to charity, with 50 cents from each purchase going to Provision Packs, a program that helps children in Florida.

On Shark Tank, the Hallers pitched SubSafe seeking a $50,000 investment in exchange for a 13% stake. At the time, their product sold for $17.95, and they had generated about $40,000 in sales since their launch in 2018. The low sales figures were a concern for some of the Sharks, but Adam and Desiree emphasized that they were still a young company, and the sales reflected that they were just getting started.

During their appearance on Shark Tank, the Hallers presented SubSafe to the panel, including guest Shark Charles Barkley. The product caught the interest of Barkley, Mark Cuban, and Kevin O’Leary, although the Sharks raised concerns about its market potential and the company’s limited sales.

The Hallers explained that their focus on product development and lack of funds for marketing were the primary reasons for the slow sales. To keep the business afloat, Adam even sold his boat.

Despite the hesitation from some Sharks, Charles Barkley and Mark Cuban made a joint offer of $100,000 for 25% of the company, which the Hallers accepted. This deal provided SubSafe with the capital and mentorship to grow its brand and expand its reach.

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SubSafe’s success after Shark Tank

Following their Shark Tank appearance, SubSafe saw a significant boost in sales and distribution. The product was picked up by major retailers, including 600 Publix supermarkets, Wawa convenience stores, and Bed, Bath & Beyond.

SubSafe also partnered with Orca, a cooler company, to further promote their brand. The increased visibility led to a surge in demand, and by October 2019, the Hallers were operating out of their own warehouse after starting production in their garage.

In addition to retail expansion, the Hallers also leveraged social media platforms like TikTok and Instagram to boost SubSafe’s marketing.

Since their initial appearance on Shark Tank, SubSafe has expanded its product offerings to include accessories like totes and straps, along with new products like the IceSafe and WineSafe for beverages, a Charcuterie Safe for snacks, and the SubSafe² for smaller sandwiches. The Hallers even launched VyroSafe, a line of biodegradable paper straws, though this venture has since seemingly paused production.

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Is SubSafe still in business?

SubSafe is still in business and has continued to evolve since its Shark Tank debut. The brand’s success is reflected in its active online store, where products occasionally sell out due to high demand. SubSafe has also maintained a presence on Amazon, though stock availability can fluctuate.

SubSafe's products have been promoted through various platforms, including Good Morning America in 2024. Additionally, the product received attention in a lighthearted segment featuring Charles Barkley and Shaquille O'Neal on TNT, which helped raise its profile even further.

While the exact financials of SubSafe’s total revenue or company valuation have not been disclosed, the product has gained a positive reputation for its durability and usefulness, especially among boaters, campers, and outdoor enthusiasts.

Reviews on TikTok and Instagram frequently showcase SubSafe’s waterproof capabilities, with customers testing the product in challenging conditions, such as submerging it underwater or tossing it around.

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New episodes of Shark Tank season 16 air every week on Fridays at 8 pm ET exclusively on ABC.