Wicked Good Cupcakes, a gourmet cupcake‑in‑a‑jar company founded by Tracey Noonan and Danielle Desroches in 2011, has captivated consumers with its novelty and flavor. Wicked Good Cupcakes Net Worth, frequently cited around $15 million, reflects both sales growth and a strategic acquisition by Hickory Farms in 2021
This article delves into how the business evolved—from kitchen tables to commercial success—and explores key milestones, financials, the acquisition, and future outlook. It’s written with solid SEO structure, flowing readability, passive construction where noted, and an FAQ rich with valuable data.
Origins & Concept
The business was born after Tracey and Danielle took a cake‑decorating class in 2010. Inspired by consumer feedback, they packaged cupcakes in mason jars to preserve freshness during shipping—a solution that was novel, useful, and aesthetically appealing
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Founded: 2011, Cohasset, Massachusetts
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Founders: Tracey Noonan & Danielle Desroches
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Core product: Cupcakes in mason jars
Packaging in jars enabled their cupcakes to be shipped nationwide—fresh and intact—a defining innovation.
Shark Tank Breakthrough
Pitch Highlights
In 2013, the duo appeared on Shark Tank, asking for $75K in exchange for 20% equity. They achieved a deal with Kevin O’Leary: $75K upfront plus royalties—initially $1 per jar until recoupment, then $0.45 per jar in perpetuity
Immediate Impact
Within weeks of airing:
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A year’s worth of orders was received immediately
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Sales soared by an estimated 600% in the first year post‑show
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By 2018, annual revenue reached $8–10 million, with 10,000 jars shipped daily
Timeline Summary:
| Year | Event / Milestone | Sales Estimate |
|---|---|---|
| 2011 | Company founded | N/A |
| 2012 | ~$150 K in combined sales | $150 K |
| 2013 | Shark Tank appearance & Kevin deal | $360 K projected |
| 2014 | Facility & storefront expansion | $2 million annual sales |
| 2018 | Expanded output & partnerships (e.g., Cinnabon) | $8–10 million annual sales |
Post‑Shark Tank, the company:
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Moved into a 21,000 sq ft commercial facility
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Expanded to multiple storefronts (Cohasset, Faneuil Hall, Braintree)
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Formed partnerships with brands like Cinnabon, wine gift bundles, and introduced a food truck
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Entered a “Something Wonderful” brand platform aligned with other Kevin O’Leary investments
By 2017, annual profits reportedly hit $5 million
Acquisition by Hickory Farms
In June 2021, Wicked Good Cupcakes was acquired by Hickory Farms, a gourmet gift company. Purchase details remain undisclosed, but sources suggest:
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A multimillion‑dollar purchase was likely
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Kevin O’Leary’s royalty deal was bought out during acquisition
Under Hickory Farms’ wing, the brand retained its identity and continues operations via its website and Hickory Farms sales channels
Net Worth & Financials
6.1 Estimated Net Worth
Multiple reputable sources place Wicked Good Cupcakes’ net worth at $15 million as of 2024–2025
Revenue Snapshot
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Reported $3 million in 2024 revenue
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Lifetime sales: estimated $40 million+ (per Kevin)
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2018 annual sales: $8–10 million
Profitability
By 2017, annual profits reportedly reached ~$5 million
Summary Table
| Financial Metric | Estimate / Value |
|---|---|
| Net Worth (2024–2025) | $15 million |
| 2024 Revenue | ~$3 million |
| 2018 Revenue | $8–10 million annually |
| 2017 Profit | ~$5 million annually |
| Lifetime Sales | $40 million+ |
| Acquisition Year | 2021 |
FAQ
What is Wicked Good Cupcakes net worth in 2025?
It is currently estimated at $15 million, per multiple financial sources.
How much revenue does the company generate?
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2024 revenue was around $3 million.
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Peak years saw $8–10 million annually (2018) .
Was Wicked Good Cupcakes profitable?
Yes—with annual profits estimated at $5 million in 2017.
What happened in the Shark Tank deal?
Kevin O’Leary invested $75K for royalties:
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$1 per jar until recoupment, then
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$0.45 per jar in perpetuity .
When and to whom was the company sold?
In June 2021, Wicked Good Cupcakes was acquired by Hickory Farms, with Kevin’s royalty agreement bought out .
Is Wicked Good Cupcakes still operating?
Yes—online, through Hickory Farms, at select shops and via gift collaborations.
Who are the founders and what are they doing now?
Founders Tracey Noonan and Danielle Desroches launched the brand in 2011. Post‑acquisition: Danielle continues store operations, while Tracey retired and hosts the podcast Don’t Call Me Cupcake .
Future Outlook
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With Hickory Farms’ distribution and brand recognition, Wicked Good Cupcakes is positioned for continued revenue stability and possible expansion into new markets and gift lines.
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Innovation in flavors, packaging, and partnerships can further enhance brand value.
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While industry competition exists, the brand’s unique DNA—cupcakes in jars—remains a compelling differentiator.
Conclusion
Wicked Good Cupcakes exemplifies how a simple, innovative idea—cupcakes in mason jars—combined with strategic branding, celebrity investment, and execution, can yield a $15 million net worth and a thriving ecommerce and gift brand. From humble beginnings to a major-food-acquisition story, its journey offers a sweet playbook for entrepreneurial success.
