Imagine discovering a product idea that could transform celebrations—a candle you can eat! That’s precisely what happened with “Let Them Eat Candles,” a company that brought edible chocolate candles to life.
Here’s the story of how this innovative product made its way onto Shark Tank and what happened next.
Identifying a Unique Market Need
Jamie, a small-time entrepreneur passionate about unique food experiences, saw a gap in the market. Traditional candles, while symbolic, often blow germs onto cakes and are promptly discarded.
Jamie believed that celebrations deserved something better—something both delightful and edible. This led her to create “Let Them Eat Candles,” a line of chocolate candles that could be safely eaten after use.
“You may now have your cake and eat it too, including the candles!” co-founder Loree Sandler stated during their Shark Tank pitch.
She highlighted the novelty of their edible product and explained, “We wanted to create something that enhances the celebratory experience—a candle that is not only safe and edible but also adds a unique flavor to the festivities.”
This innovative idea aimed to replace the ordinary with something extraordinary. The goal was to make every celebration more memorable.
The Journey to Shark Tank
Jamie envisioned her edible candles as a must-have for parties. She imagined them displayed on store shelves and party planning websites. However, bringing such a unique product to market was not without challenges.
As Loree Sandler, trained at Chicago’s French Pastry School and the Chocolate Academy, refined the product, she encountered difficulties from design to distribution. But with determination, she and her team pressed on.
“The path from concept to market was not without difficulties, but our patience paid off,” Loree noted. “Let Them Eat Candles drew the attention of bakers around the country.
It earned recognition from major venues such as Martha Stewart’s American Made contest and TheGrommet.com.” This attention fueled their ambition to reach a broader audience. With over 1.5 million chocolate candles sold, they proved there was a demand for their innovative product.
Overcoming Challenges and Celebrating Triumphs in the Shark Tank Pitch
When Jamie and her team entered the Shark Tank, they knew they had to make a strong impression.
The Sharks, including Kevin O’Leary and Mark Cuban, were intrigued by the concept but had concerns. Kevin questioned the scalability of the business. Mark doubted the potential for repeat customers.
“Mark Cuban doesn’t think the company will be able to make enough sales to become investable,” the pitch revealed. “He goes out next.” Despite these challenges, Jamie highlighted their market research and strong seasonal demand.
How Lori Greiner’s Strategic Support Secured Crucial Investment
Throughout the pitch, Jamie realized her greatest asset was her passion for the product and the joy it brought to celebrations.
She shifted her focus from just selling a product to selling an experience. This strategy resonated with Lori Greiner, known for her interest in unique, innovative products.
“You light it, and then the wick extinguishes itself, or you can pull it out,” explained Bob Michelson, another co-founder.
“The entire candle then is edible. Something that hasn’t really been seen before.” Lori Greiner, captivated by the product’s uniqueness and potential, decided to invest.
After some negotiation, Lori agreed to invest $250,000 for an 18% stake in the company. She believed in its potential to transform celebrations.
What Happened to Let Them Eat Candles After Shark Tank
Following their appearance on Shark Tank, “Let Them Eat Candles” experienced substantial growth. The company saw a significant boost in website traffic, sales, and social media exposure.
“Our candles are now available in hundreds of locations across the country,” Loree shared, “and they’re also available via Amazon.” The edible chocolate candles, available in dark and milk chocolate flavors, continued to captivate customers looking to add a tasty twist to their celebrations.
The product is now found in major grocery chains such as Publix, Mariano’s, Raley’s, Nothing Bundt Cakes, and Lunds & Byerlys. “Today, Let Them Eat Candles can be found in hundreds of retailers around the country,” Loree proudly mentioned. “Customers are delighted with their tempting products.”
However, challenges remained. Shipping chocolate candles without melting them requires special insulated packaging and gel packs. “We had to ensure the chocolate did not melt,” Loree explained. “So we shipped boxes with insulation and gel packs to maintain quality.”
Despite these obstacles, the company’s commitment to quality and customer satisfaction kept them moving forward. They have implemented strategies such as using insulated packaging and gel packs to prevent the chocolate from melting during transit.
With Lori Greiner’s mentorship and support, Jamie and her team are now poised to expand even further. They plan to introduce a new range of more decorative edible candles, expanding their product offerings. Some ideas, like Lori Greiner’s suggestion to develop sugar sticks, are still in the conceptual phase.
Since appearing on Shark Tank, “Let Them Eat Candles” has projected a 10% annual growth rate. This rate is typical for businesses in their sector.
The estimated current net worth of the company is about $2.06 million.
The Future of Edible Candles
“Let Them Eat Candles” has proven that with a unique idea, passion, and perseverance, even the most unconventional products can find their place in the market.
From the initial pitch to securing a deal on Shark Tank, Jamie’s journey reflects the power of innovation in creating not just products but memorable experiences. As the company continues to grow and expand its offerings, it remains committed to making every celebration a little sweeter and more memorable.
