Annie Leal, born and raised in Mexico, grew up enjoying the sweet, tangy, and spicy flavors of chamoy. This traditional Mexican sauce added flavor to fruits, snacks, and drinks.
For her, chamoy was more than just a condiment—it represented family gatherings and cherished childhood memories. “Chamoy was a part of everything we ate—fruit, drinks, candy,” Annie recalls.
However, when her father was diagnosed with diabetes, he had to give up many of his favorite foods, including chamoy. The high sugar content made it impossible for him to enjoy.
Determined to find a healthier alternative, Annie was frustrated by the lack of options. “I wanted something healthier for my dad, but there wasn’t anything like that,” she shared on Shark Tank.
This moment inspired her to take action, creating a solution not only for her father but for others facing similar health challenges.
The Birth of I Love Chamoy
Determined to create a sugar-free version of chamoy, Annie spent months experimenting in the kitchen. She tested over 40 different recipes. “It was not easy. Chamoy relies heavily on sugar for its signature flavor,” Annie explains.
But after working closely with a food scientist and trying out different natural sweeteners, she found the perfect solution: monk fruit.
“I wanted to create something my dad could enjoy without sacrificing taste or his health,” she shares. “After months of testing, I finally had a recipe that was sweet, tangy, and spicy—just like traditional chamoy—but with no added sugar.”
This marked the birth of I Love Chamoy, a sauce that brought back the flavors of her father’s childhood in a healthier way.
Viral Success: From TikTok to Sold-Out Shelves
In 2021, Annie launched I Love Chamoy, and it didn’t take long for people to notice. She leveraged her background in marketing and social media to promote her new creation. The response was overwhelming. Her videos on TikTok quickly went viral, and the first 750 bottles sold out in just one week.
“I think sharing our business on TikTok and on Instagram and growing it that way has allowed for a feedback loop that is quick and effective,” Annie said.
She knew she was onto something big. By harnessing the power of social media, Annie quickly built a loyal customer base. The next production run was 15,000 bottles, which also sold out.
The Big Break with H-E-B and Expanding Success
Not long after her initial success, Annie entered I Love Chamoy in H-E-B’s Quest for Texas Best competition. It’s a prestigious event for Texas-based food products.
Winning this competition was a game-changer. “Being able to get our chamoy on the shelves of over 420 H-E-B stores across Texas and Mexico was a dream come true,” Annie recalls. This victory opened the door for her product to reach a broader audience.
Now with two popular flavors—original and chili mango—and more on the way, I Love Chamoy was growing faster than Annie could have imagined.
The product was also picked up by Walmart and available for purchase on Amazon, making it accessible to even more consumers.
The Shark Tank Pitch
Annie’s next big move came when she stepped onto the Shark Tank stage during Season 15. She made a memorable entrance for the first-ever Halloween-themed episode.
Annie was accompanied by a mariachi band playing a spooky rendition of the show’s theme song. Dressed in Día de los Muertos-inspired makeup, she brought the full spirit of her Mexican heritage to the stage.
Seeking $300,000 for 5% of I Love Chamoy, Annie captivated the Sharks with her story. “After moving to the USA, my dad developed diabetes and couldn’t enjoy the foods he grew up loving,” she explained.
Her solution—a sugar-free version of chamoy—was a heartfelt tribute to her father and the culture she grew up with.
The Sharks tasted I Love Chamoy in three ways: on fruit cups, mango-lime ice cream, and margarita rims.
Most of the Sharks loved the flavor, except Mark Cuban, who wasn’t a fan of the heat. Still, Cuban praised her business model, telling Annie, “You’ve earned that spot right there. You’re doing everything right.”
Annie also revealed an exciting new product: chamoy gummies. These gummies offer the same sweet, tangy, and spicy flavors in a portable, sugar-free snack.
Her numbers were equally impressive. I Love Chamoy had already generated $1.3 million in sales for 2023. The company projected to close the year at $3.8 million. The Sharks were impressed with her organic growth, driven almost entirely by social media and word of mouth.
Tough Negotiations and a Big Decision
Despite the praise from the Sharks, negotiations proved challenging. Kevin O’Leary, also known as “Mr. Wonderful,” offered Annie $300,000 for 12.5% equity. He emphasized that breaking into retail would be more difficult than she anticipated.
Annie countered with 8%, but Kevin held firm at 12.5%. Ultimately, Annie decided to walk away. “That was a bloodsucking offer that Kevin made,” she said after the show. “His ask, 12.5%, was just way too high.”
What Happened to I Love Chamoy After Shark Tank?
Walking away without a deal didn’t slow down I Love Chamoy. In fact, it only fueled its success. After the episode aired, sales surged, and the company’s visibility skyrocketed.
“Shark Tank was a great opportunity for exposure,” she explained. “But in the end, I realized that I had the tools and the community support to keep growing without giving up so much equity.”
In 2023 alone, Annie expected to close with over $3.8 million in sales. This marked a significant leap from her first-year revenue of $550,000.
The product line also expanded, with new flavors like spicy watermelon and pickle chamoy being released. These flavors delighted her loyal customer base. “2025 will be our most aggressive year yet with a whole new product line,” Annie shared in a follow-up interview.
As of August 2024, the company’s net worth is estimated at around $5 million.
“We’ve expanded our customer service arm and invested much more in R&D,” Annie noted. The brand also continued to thrive on social media, with Annie now boasting over 420,000 TikTok followers.
I Love Chamoy is now available in major retailers like Wal-Mart and Amazon. This makes it easier than ever for people across the country to enjoy this sugar-free alternative to traditional chamoy.
Customers, like Maria, continue to express their love for the product: “Been trying to get my hands on this stuff. Finally, it’s really good & natural!”
The Heart of I Love Chamoy
For Annie, I Love Chamoy is more than just a business—it’s a tribute to her father, her heritage, and her community. “It’s a love letter to my dad, my culture, and everyone trying to make better choices without giving up the flavors they love,” she said on Shark Tank.
And while she may have walked away from a deal, she left with something much more valuable: the confidence that her business was already on the right path.
Today, I Love Chamoy can be found in households across America, allowing people to enjoy the nostalgic flavors of chamoy without the guilt of sugar. Annie’s journey from her family’s kitchen in Monterrey to the shelves of major retailers is a testament to the power of passion, perseverance, and love.
As Annie puts it: “I can’t wait for you to try I Love Chamoy and all of the other products we’re working on!”
