Imagine planning the perfect picnic, only to realize your favorite cheese is off-limits because you’ve gone vegan. You search for a plant-based alternative, but everything you find is either overly processed or lacks the creamy, rich taste you crave.
That’s exactly the problem Rebel Cheese set out to solve, offering artisan, dairy-free cheese that’s just as flavorful and indulgent as the real thing.
Rebel Cheese was founded in 2019 by Kirsten Maitland and Fred Zwar with a simple goal, to create delicious, plant-based cheese that tastes just as rich and creamy as traditional dairy cheese.
They struggled to find a high-quality vegan alternative, so they decided to make their own.
Their handcrafted, artisanal cheeses quickly gained attention for their authentic flavors and premium ingredients. Cheese lovers who wanted to go dairy-free finally had a satisfying option.
In 2023, Kirsten and Fred pitched their idea on Season 15, Episode 9 of Shark Tank. They asked for $750,000 in exchange for 5% equity.
While some Sharks hesitated over the valuation, Mark Cuban and Lori Greiner saw the potential and offered $750,000 for 10% equity, valuing the company at $7.5 million. After negotiations, the founders accepted the deal and brought two influential investors on board.
Rebel Cheese Net Worth and Updates After Shark Tank
Since their Shark Tank appearance, Rebel Cheese has experienced rapid growth. Revenue jumped from $2.5 million to $3.5 million in just one year. Their net worth now stands at $15 million.
To keep up with demand, they opened a new facility capable of producing 8 million cheese wheels per year. They also expanded into 100+ retail locations and plan to reach 500 stores next year.
Rebel Cheese sells through three main channels, e-commerce & subscriptions (16%), wholesale (17%), and their Austin-based restaurant (65%).
They also launched Shark-backed product lines, introducing “Lori’s Box” and “Mark’s Box” as part of their collaboration with the investors. Even Whole Foods reached out with an offer, but the founders chose to hold off, preferring to scale at their own pace.
Their success has been widely recognized, with features in The New York Times, VegNews, and Austin Monthly. They continue to gain media attention and grow their brand.
With strong investor backing, a rising customer base, and an expanding retail presence, Rebel Cheese is proving that dairy-free cheese isn’t just a trend, it’s the future.
Rebel Cheese Pitch on The US Shark Tank [Info Card]
| Product | A vegan cheese restaurant |
| Episode | Season 15 Episode 09 |
| Founders | Kirsten Maitland and Fred Zwar |
| Asked for | $750,000 for 5% equity |
| Company name | Rebel Cheese |
| Final deal | $750,000 for 10% equity |
| Sharks | Mark Cuban and Lori Greiner |
| Location | Austin, Texas |
Don’t miss these products from Season 15
Rebel Cheese Founders
Kirsten Maitland and Fred Zwar founded Rebel Cheese in 2019. Kristen graduated from the University of Washington, majoring in Business Administration.
She has years of experience as a project and operations manager at several IT-based firms, including Blackberry, Microsoft, and Dell. Kristen’s husband and business partner, Fred, is a construction executive and consultant.
Both of them are travel enthusiasts and fans of vegan delicacies, which allowed them to start their vegan cheese business.
Rebel Cheese founders Kirsten Maitland and Fred Zwar have a combined net worth of $7.5 million as of 2025.
Key accomplishments
| Year | Accomplishment |
| 2020 | Best New Restaurant Award winner at CultureMap’s Tastemaker Awards. |
| 2023 | The company was featured on Shark Tank and secured a deal. |
