Where Is Boobie Bar From Shark Tank Today?

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Breastfeeding moms and "Shark Tank" fans who were rooting for the Boobie Bar may wonder what happened to this lactation superfood after it was introduced to the world in 2018, during an episode of Season 9. The creation of Nurse Wendy Colson, Boobie bars are a lactation supplement to help boost milk production for nursing parents, and 8 years since she launched them on the entrepreneurial reality TV show, the popularity of Colson's product seems to have skyrocketed, grown, and thrived. 

Today, Boobie Bar is everywhere and can be found nationwide at Target, Walmart, Buy Buy Baby, and Amazon. Of course, the proof is in the numbers, and, according to Shark Tank Recap, Boobie Bar has been boasting over $2 million in annual sales. What is it about these bars that make them a go-to? Parents who wonder what you should and shouldn't eat while nursing appreciate that these nutrient-rich bars are made with natural ingredients such as moringa, turmeric, flax seed, oats, and Shatavari. Which Shark helped Colson catapult these bars into the marketplace through their backing?

Wendy Colson went on "Shark Tank" asking for a $150,000 investment and offered a 10% equity in Boobie Bar in return. During her pitch (below), Colson joked with the Sharks that Boobie Bar is a popular Las Vegas drinking joint, garnering laughter from her would-be investors. Mark Cuban jokingly pulled his investing hat out of the ring at the reveal but later made the genuine decision not to make an offer — even going so far as to question the scientific legitimacy of Boobie Bar's products. 

However, Colson found an ally in Daymond John who understood both the market opportunity and the lactation struggles the nurse described when speaking about the 3 million parents who nurse each year. Daymond was convinced by Colson's claims that the bar's superfood formula is derived from long-standing healing traditions. He ultimately struck a deal with Boobie Bar at $150,000 for a 20% stake. Boobie Bar is definitely one of the biggest food wins to come out of Shark Tank, at least for new parents.

Since then, Colson has expanded her offerings. In 2020, the company started selling Boobie Bears, now available on Amazon and packed with all of the lactation-supporting superfoods that characterize the company's proprietary Boobie Bars (also sold on Amazon in three flavors). The Boobie line of products has expanded considerably in recent years and now features items like Boobie Hydromom Superfood Electrolyte Drink Mix powder in packets, Boobie Debloat to the Max gut health powder, the Boobie Pump to the Max Hands-free Dual-Purpose Breast Pumping & Intimate Spray which claims to increase milk supply and comfort when pumping, and they even launched a "Mama's Magic Chill Pill" supplement. Colson's branding has even changed from Boobie Bar to Boobie Superfoods.

But it's worth noting that Boobie Superfoods, formerly Boobie Bar, hasn't experienced success without a certain amount of backlash. Mark Cuban isn't the only person who has expressed skepticism regarding the science behind the untested superfoods. After the business appeared on the show, University of Alberta Health Law professor Timothy Caulfield tweeted his opinion that "Shark Tank" should fact-check its contestants' companies, and called Boobie Bar, "... an embarrassing, science-free gimmick." 

To be fair, Boobie Superfoods has yet to release any type of scientific data or research to definitively conclude that Colson's products make a significant difference in milk production. However, her continued sales and product popularity may be all the validation she needs. Colson also paved the way for Nikeytha 'Nickey' Ramsey to pitch Junobie — a special storage bag to store breast milk — to the Shark Tank.