“Money burns you” — When Shark Tank investor Lori Greiner opted out of Delighted by Hummus’ deal

In Shark Tank's season 9 episode 4, when Delighted By Hummus strolled the red carpet and introduced an unusual twist to the stage, not all investors were persuaded. Founder, Makenzie Marzluff requested a $600,000 investment in exchange for 12% equity after introducing her sweet dessert hummus, a novel twist on the customarily savory dip back in 2017. The high valuation and unique appeal worried everybody, even if the idea captivated the sharks.

Lori Greiner, in particular, was skeptical about the product’s long-term viability. She worried that money poured into such a niche business could easily go to waste, stating,

"The problem is that money burns you. Actually, you have to have a very big wide distribution. But at the same time, it requires a ton of money. I'm out," she said.

While she acknowledged the innovation, she ultimately opted out, feeling the risk outweighed the potential reward. Other sharks shared similar concerns, questioning whether consumers would embrace dessert hummus on a large scale.

Delighted By Hummus was able to make an impact despite the skepticism. After the pitch, Marzluff signed a deal with Mark Cuban, who helped her to build the brand by establishing retail alliances and increasing its visibility in large supermarket chains.

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When Delighted by Hummus appeared on Shark Tank Season 9 Episode 4

Delighted By Hummus founder, Makenzie Marzluff debuted a sweet take on a typically savory dip in Shark Tank Season 9 Episode 4. She marketed her dessert hummus, which comes in snickerdoodle and brownie batter flavors, and asked for a $600,000 investment with 12% equity. Although the sharks were intrigued by the idea, they disagreed on its business potential and whether or not people would accept hummus as a dessert option.

The goal behind Makenzie Marzluff's Delighted By Hummus project was straightforward: transform conventional hummus into a tasty, wholesome delight. Motivated by her love of plant-based cuisine, she experimented in her kitchen and created a novel dessert hummus using chickpeas and decadent flavors like cinnamon and cocoa.

When she made her pitch on Shark Tank, Delighted By Hummus had already made $1 million in revenue in just a year because of its remarkable sales. More than 1,200 retail locations, including well-known businesses like Wegmans and Whole Foods, carried the product.

Makenzie predicted that the company would continue to develop exponentially, with each item selling for between $5 and $6. She intended to utilize the funding to increase production, broaden distribution, and establish herself as a market leader in the expanding market for plant-based and healthful snacks.

Impressed by the product, Mark Cuban decided to make an offer. He offered $600K for 25% equity, to which the entrepreneur agreed. Post her time on the show, with the expert's assistance, the founder has been able to make her brand big.

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Watch more such deals happening on Shark Tank on ABC.