Where Is Vade Nutrition From Shark Tank Today?

Protein powder isn't exactly known for its convenience — between measuring, mixing, and the inevitable dust cloud that coats everything in sight, making a shake is a process. (There are other ways to use protein powder if you hate shakes.) That's where Vade Nutrition saw an opportunity. The company promised to change the game with its pre-measured, dissolvable protein pods. 

Founders Joe and Megan Johnson took their innovative idea to "Shark Tank" in Season 10, offering a solution for fitness enthusiasts tired of messy scoops and bulky tubs. Their pitch didn't just impress viewers — it caught the attention of two major players: Mark Cuban (who has since left the show) and Alex Rodriguez, both of whom saw potential in the sleek, single-serving concept.

The husband-and-wife duo built Vade Nutrition from the ground up, inspired by their own fitness backgrounds and a desire to simplify nutrition. But, a "Shark Tank" deal doesn't always guarantee success. 

Vade Nutrition made a strong impression when Joe and Megan Johnson entered "Shark Tank" looking for $250,000 for a 10% stake in the company. Their innovative approach to protein supplements — individually portioned pods wrapped in edible, food-grade film — stood out in an already crowded market. The Sharks were intrigued, but negotiations got intense as they questioned the business's true value and whether it had potential to grow sustainably.

Despite the back-and-forth, Mark Cuban and Alex Rodriguez saw promise in Vade's concept. The duo struck a deal with the investors for $700,000 in exchange for 40% equity. This was a steep jump from their original ask, but one that came with the expertise and financial backing of two powerhouse entrepreneurs.

Securing a deal on "Shark Tank" doesn't always ensure a company's success (just look at what happened to Yumble). However, the exposure from "Shark Tank" was an immediate win for Vade Nutrition, driving sales and bringing it to the attention of fitness enthusiasts across the country. 

Following its "Shark Tank" debut, Vade Nutrition saw rapid growth. The company capitalized on its newfound visibility, expanding its retail presence and securing deals with major chains like GNC, Amazon, and Hy-Vee. Sales soared, reportedly surpassing $5 million annually, further demonstrating there was demand for the company's dissolvable protein pods.

The company's success didn't go unnoticed. In 2019, Vade Nutrition won the ECRM "Buyers Choice Award," and in 2020, it secured a manufacturing partnership with Amway. By 2022, Vade ranked 392 on the Inc. 500 list of the fastest-growing companies in America. Co-founder Joe Johnson also earned a spot on Forbes' 30 Under 30 list, solidifying Vade Nutrition's reputation as an industry disruptor. At that moment, it looked like nothing could go wrong for the company. However, rapid growth comes with increased pressure. Scaling up isn't always smooth and Vade was about to face its biggest test yet.

Vade Nutrition is still in business, but the journey hasn't been without its setbacks. Despite strong sales and a presence in over 8,000 retail locations, the company faced supply chain struggles that left customers frustrated. What's more, in 2022, founder Joe Johnson addressed pricing issues on the Vade Nutrition website, explaining that the company's "raw material costs have nearly doubled since early 2021," driving up production and shipping expenses. Instead of cutting corners or changing the formulas, Vade chose to absorb these rising costs as long as possible. Eventually, a price increase became unavoidable.

The good news? Vade is making a comeback. Last November, Johnson announced on Instagram that Vade Nutrition's Chocolate Whey Protein Isolate was back in stock, ending a long period during which many of the company's bestselling items were unavailable. While the temporary shortages may have tested customer patience, Vade Nutrition's ability to recover suggests the brand isn't going anywhere.

Since "Shark Tank," Joe and Megan Johnson have remained at the forefront of Vade Nutrition, continuing to lead the company as co-founders. While they keep a relatively low public profile, both remain actively involved in the brand's operations and growth.

As for their "Shark Tank" investors, Mark Cuban and Alex Rodriguez, details on their long-term involvement remain unclear. While the deal was struck on-air, many "Shark Tank" partnerships evolve post-show — a clear example being Plate Topper from "Shark Tank," a product that once landed an offer from Lori Greiner, only for the deal to collapse post-episode. Similarly, neither Cuban nor Rodriguez has been prominently featured in Vade's business updates. 

What is clear is that Vade has remained founder-driven, with the Johnsons continuing to steer the company through successes and challenges. The "Shark Tank" dream team may not have unfolded exactly as planned, but the Johnsons have kept their vision alive on their own terms.