Shark Tank Season 18 Week 2 Recap: Pup Stack, Nutcase, ZALT and UnderWarmer
ABC’s “Shark Tank” continues Season 18 with “Diary of a Shark,” an episode that introduces “Dragons’ Den” investor Steven Bartlett to the American Tank. He joins Kendra Scott, Lori Greiner, Kevin O’Leary and Daniel Lubetzky as four new businesses step forward looking for investment. The October 7 episode features Pup Stack, Nutcase, ZALT and UnderWarmer,…
ABC’s “Shark Tank” continues Season 18 with “Diary of a Shark,” an episode that introduces “Dragons’ Den” investor Steven Bartlett to the American Tank. He joins Kendra Scott, Lori Greiner, Kevin O’Leary and Daniel Lubetzky as four new businesses step forward looking for investment. The October 7 episode features Pup Stack, Nutcase, ZALT and UnderWarmer, each entering with a product already on the market rather than a concept still waiting to be tested. By the end of the night, three businesses secure deals, while one of the episode’s most recognizable founders leaves without a Shark.
Pup Stack Lands Steven Bartlett and Kendra Scott
Brian Zibricky created Pup Stack after looking for an easier way to keep his family’s dog, Cooper, nearby during outdoor activities. The product is a portable weighted dog anchor with a retractable 20-foot lead, allowing owners to give their pets room to move without needing a fence, tree or permanent ground stake. Brian later brought his daughter Kayla Zibricky into the company, and the father-daughter team arrives in the Tank asking for $150,000 in exchange for 10%.
Pup Stack has already found a meaningful customer base before the episode. The company raised more than $28,000 through Kickstarter and has continued growing through direct-to-consumer sales, with Brian and Kayla reporting more than $260,000 in sales for the year at the time of filming. The main unit sells for around $124.99, and its strong manufacturing margin catches the Sharks’ attention, although shipping costs remain significant because of the product’s weight.
The Sharks quickly recognize that Pup Stack’s biggest challenge is not convincing pet owners that the product works, but finding more efficient ways to reach them. Steven is particularly interested in helping the company reduce its dependence on Meta advertising, while Kendra sees the possibility of expanding Pup Stack into a broader pet-accessories brand. Kevin offers the requested $150,000 for 10%, but Steven raises the stakes with $200,000 for 20%.
After several combinations are discussed, Brian and Kayla choose Steven Bartlett and Kendra Scott together. The final on-air deal is $200,000 for 20% of Pup Stack. It becomes Steven’s first “Shark Tank” investment and gives the company two Sharks with complementary strengths in marketing, branding and consumer products.
Nutcase Brings Ninja but Leaves Without a Deal
Nutcase immediately creates curiosity when founder Jo Weinand walks in with gaming personality Tyler “Ninja” Blevins as her co-founder. Weinand developed the cashew-based beverage after experimenting with dairy-free versions of the chocolate milk she remembered drinking growing up. Customer interest at her restaurant helped convince her that the drink could work as a standalone brand, and after further development, Ninja eventually joined the company.
The founders ask for $250,000 for 5%, valuing Nutcase at $5 million. The product is positioned as a flavored cashew milk with electrolytes, with flavors including Chocolate Chaos, Japanese Strawberry and Vanilla Churro. The Sharks generally like the taste, packaging and founders, but the company’s financial picture quickly becomes the central issue.
Nutcase has raised considerable outside funding, yet its customer-acquisition costs remain high. The company reports spending about $58 to acquire a customer while selling a 12-pack for roughly $35, meaning the first transaction is not profitable even if repeat purchases improve the long-term economics. Nutcase has also been operating at a loss while trying to grow awareness and expand distribution.
Steven questions whether the company has established a sufficiently clear identity in an already crowded beverage category. Daniel Lubetzky believes the business would require substantial restructuring and suggests that the valuation is far too ambitious for the stage Nutcase is currently in. No formal deal emerges, and Weinand and Ninja leave without a Shark, although the company continues selling online and expanding into selected retail locations.
ZALT’s Electrolyte Pouches Divide the Sharks
Sam Mitchell and Dominic Gozza introduce ZALT, one of the night’s more unusual wellness products. Instead of drinking an electrolyte beverage or mixing powder with water, ZALT delivers electrolytes and B vitamins through a small pouch placed between the user’s lip and gum. The product contains no nicotine, caffeine or sugar, with the founders pitching convenience as its main advantage for active consumers.
Sam and Dominic ask for $150,000 for 5%, which puts a $3 million valuation on the company. ZALT has already generated around $400,000 in sales since launching, giving the Sharks evidence that there is genuine curiosity around the format. The founders also have attractive product margins, although the company is still operating at a modest loss as it spends money on growth.
The pouch format becomes the most debated part of the pitch. Kendra and Lori are concerned that consumers may associate the product too closely with nicotine pouches, while Steven questions whether customers truly need electrolytes delivered this way. Sam and Dominic argue that portability is exactly what separates ZALT from the crowded sports-drink and hydration market.
Kevin is ultimately the Shark willing to make a serious offer. He proposes $150,000 for 15%, and after the founders counter, the two sides settle at $150,000 for 12.5% of ZALT. The company leaves with a Shark, but the pitch also highlights the marketing challenge ahead: ZALT has to convince customers to see the pouch as a hydration product rather than judging it by the format’s existing associations.
UnderWarmer Turns Cold Weather Into a Business Opportunity
Brothers Paul and Bryan Schaefer bring UnderWarmer into the Tank after spending years building the business alongside their regular careers and family lives. The product is a lightweight shirt containing eight air-activated warming areas positioned around the torso. Once exposed to air, the warming elements can provide heat for several hours without batteries, charging cables or electronic components.
The brothers ask for $100,000 for 15%. UnderWarmer has already generated more than $1 million in lifetime sales, including around $268,000 during the previous year. The company also benefits from a high repeat-customer rate and relatively inexpensive customer acquisition, showing that people who use the product for football games, hunting, outdoor work and other cold-weather activities often return.
Some Sharks remain uncertain about the disposable nature of the shirt and question why customers would choose UnderWarmer over reusable heated clothing. Paul and Bryan explain that convenience is the main selling point: the product can be carried easily, opened when needed and worn under normal clothing without requiring any preparation. That practical use case resonates strongly with Kendra, who understands the appeal of spending long periods outside in cold conditions.
Kendra eventually offers the brothers the investment they are looking for, but at higher equity and with a royalty attached. Paul and Bryan agree to $100,000 for 20% of UnderWarmer plus a 50-cent royalty on each shirt sold. The company becomes the third business of the episode to leave with an on-air deal.
Who Got Deals on Shark Tank Week 2?
“Diary of a Shark” ends with three successful negotiations from four pitches. Pup Stack accepts $200,000 for 20% from Steven Bartlett and Kendra Scott, ZALT secures $150,000 for 12.5% from Kevin O’Leary, and UnderWarmer takes Kendra’s $100,000 investment for 20% plus a 50-cent royalty per unit. Nutcase is the only company to leave without an agreement after its valuation, losses and customer-acquisition costs create too much uncertainty for the panel.
The episode also gives Bartlett a strong debut, as he waits for a business that fits his approach rather than competing for every opportunity. His Pup Stack partnership with Kendra makes sense because the company already has customers but still needs help turning paid advertising into sustainable brand growth. Kendra has the busiest night overall, participating in Pup Stack before closing her own UnderWarmer deal, while Kevin backs ZALT despite the other Sharks’ doubts about its unconventional format.
