MealEnders Shark Tank Update – Shark Tank Season 8
Mark Bernstein believed he discovered a science-backed way to control cravings and lose weight naturally, but did the Sharks agree?
Mark Bernstein realized that people often ate more than they needed because it took time for the brain to receive signals of fullness after a meal. To address this, he created MealEnders, an appetite-control lozenge that combined taste and sensory cues to help people feel satisfied sooner and reduce overeating.
On Shark Tank Season 8, Episode 19, Mark Bernstein, the founder of MealEnders, entered the Tank looking for an investment to expand production and bring his appetite-curbing lozenges to a larger market.
He asked the Sharks for $350,000 in exchange for 8% equity in his company, MealEnders. Would the Sharks believe in his research-backed concept for helping people manage overeating and help him grow the business?
About MealEnders
| Category | Details |
|---|---|
| Business Name | MealEnders |
| Founder | Mark Bernstein |
| Industry | Food/Health |
| Product | Appetite-control lozenges designed to help reduce overeating |
| Company | Willpower Labs |
| Funding (Pre-Shark Tank) | Self-funded and supported through investment |
| Investment Asked | $350,000 for 8% equity |
| Deal Status | No deal |
| Valuation | Approximately $4.375 million (at the time of Shark Tank pitch) |
Mark Bernstein was a successful business executive with a long track record. He started MealEnders in early 2013 after struggling with his own weight problems and constantly overeating.
After his doctor advised him to lose a few pounds, Bernstein began researching why people ate more than they needed. He discovered that overeating was connected to biology because it took the human brain around 20 minutes after eating to receive the hormonal signal from the digestive system that the body was full.
Bernstein wanted to create a simple, affordable tool to help people stop eating when they were full. He developed MealEnders as a two-layered lozenge designed to signal that a meal was finished.
The outer layer was sweet and satisfied the craving for dessert at the end of a meal. The inner layer created a strong cooling sensation intended to signal the end of a meal by stimulating the trigeminal nerve.
The lozenges came in flavors such as mocha, citrus, chocolate, and cinnamon. The product was drug-free and was designed to work with the body’s natural satiety signals rather than using traditional appetite suppressants.
Bernstein said that using MealEnders alongside willpower helped him manage his eating habits, and many customers reported positive experiences, although individual results varied.
MealEnders Shark Tank Pitch
Mark entered the Tank seeking $350,000 for 8% equity in his business. He explained his story and introduced the Sharks to his signaling lozenges.
He handed out samples and warned the Sharks not to eat more than one. The Sharks enjoyed the samples but had mixed reactions to the cooling center of the lozenge, with opinions divided on its unusual sensation.
Kevin O’Leary especially disliked the interior sensation and compared the experience negatively. Lori Greiner also had concerns about the taste.
Mark explained that MealEnders was designed to help people manage overeating by reinforcing the feeling that a meal had ended while giving the body more time to register fullness.
When the Sharks asked about sales, Mark revealed that the company had generated $1.4 million in sales within a year and a half of launching. The Sharks were impressed by the numbers, especially because the product was mainly sold through Amazon and the MealEnders website.
Mark explained that the company had only received a 2% return rate on orders, suggesting strong customer satisfaction.
The Sharks became concerned after learning about the company’s financial obligations. He had invested $200,000 of his own money and had a $1.1 million convertible note.
Mark had been spending around $85,000 per month, primarily on digital customer acquisition, to grow the company.
What Makes MealEnders Unique?
MealEnders stood out in the weight-management market because of its science-inspired approach based on satiety research and simple design:
- Designed to reinforce the feeling that a meal had ended.
- Used a sweet outer layer and a cooling inner layer that was intended to help reduce post-meal cravings.
- Provided a drug-free method for portion control.
- Helped customers practice mindful eating and manage overeating.
- Offered a simple alternative to traditional diet products.
Did MealEnders Get a Deal on Shark Tank?
Mark Cuban was the first Shark to leave the deal. He liked the product but believed that if it truly helped people lose weight, it should have already gone viral. He also questioned the company’s marketing strategy.
Robert Herjavec was next to opt out because he believed scaling the business would cost too much, and he was not interested in investing in a diet supplement.
Kevin O’Leary said MealEnders was the first weight-loss product on Shark Tank that he did not criticize heavily. However, he did not like the cooling core and decided not to invest.
Lori Greiner also passed because of the same issue with the product’s taste and sensation.
Barbara Corcoran liked the product but believed it would require much more money to grow successfully. She decided not to make an offer.
Mark left the Tank without a deal.
MealEnders Shark Tank Update
After appearing on Shark Tank, MealEnders experienced a major increase in popularity.
Within three days of the episode airing, the company received around 15,000 orders and generated more than $400,000 in revenue.
The following year, MealEnders reached approximately $5 million in sales, becoming one of the more successful companies that did not receive a Shark Tank investment.
The company continued focusing on online sales through its website and platforms such as Amazon. It also partnered with health-focused brands for promotions and giveaways.
MealEnders received mixed reviews from customers. Some users said the lozenges helped control cravings, while others believed they worked no differently than eating regular hard candy.
Some health professionals questioned whether the product was significantly different from other candies. However, MealEnders continued sharing positive customer experiences and research supporting its effectiveness.
A small self-reported pilot study conducted with researchers at the Stanford Prevention Research Center suggested that some participants consumed fewer calories while using MealEnders.
However, the study involved a limited number of participants, relied on self-reported data, and should not be considered conclusive evidence of the product’s effectiveness.
Why Did MealEnders Go Out of Business?
MealEnders eventually faced major production and supply chain problems.
Beginning in 2020, COVID-19-related manufacturing disruptions affected the factories producing MealEnders, resulting in staffing shortages and reduced production capacity.
By 2021, the company faced continued delays from third-party manufacturers. The company announced that all flavors of MealEnders were temporarily out of stock because of production challenges.
MealEnders shared a message with customers explaining that manufacturing partners had delayed and canceled standing orders due to employment and supply chain issues.
The company promised to notify customers once products returned, but it never shipped another product after that announcement.
Mark Bernstein’s LinkedIn profile later stated that MealEnders had generated almost $9 million in total online sales during its run but was forced to end production because of contract manufacturing problems related to COVID.
The company ceased operations in 2023.
What Happened to MealEnders Founder Mark Bernstein?
After MealEnders closed, Mark Bernstein moved on to work as a business consultant and publisher.
He continued working with Hundreds of Heads Books, Inc. and as a partner and consultant for O8 Partners.
MealEnders’ website became inactive, products disappeared from Amazon, and the company stopped updating its social media pages.
Where Can You Buy MealEnders?
MealEnders products are no longer available for purchase because the company officially ended operations in February 2023.
The official website became inactive, and products were no longer sold through Amazon or other retailers.
Posts About MealEnders on Shark Tank Blog
Want to learn more about Mark Bernstein’s appetite-control invention and how it performed after Shark Tank? Check out our detailed coverage of the product, sales journey, and what happened to the company after the show: Meal Enders Appetite Suppressant.
Quick Summary
- Mark Bernstein pitched MealEnders, based on satiety research, a lozenge designed to curb appetite and prevent overeating.
- He asked the Sharks for $350,000 for 8% equity but did not receive a deal.
- After Shark Tank, MealEnders reached approximately $5 million in annual sales before supply chain problems forced the company to shut down in 2023.
Check out other Shark Tank Season 8 Episodes.
Curious about the other companies featured alongside MealEnders? Explore more updates and see what happened to the other ideas that entered the Tank.
