Wicked Good Cupcakes after Shark Tank: who owns it now?

Wicked Good Cupcakes still sells its cupcake jars under Hickory Farms, which announced the acquisition on June 24, 2021. When NewsJaws checked on September 20, 2026, both companies’ stores offered the products. The jars have become part of a larger food-gifting business.

The jar solved a problem before it became a television hook

Hickory Farms’ account traces the business to cake-decorating classes taken by mother and daughter Tracey Noonan and Danielle in 2010. They opened a shop in Cohasset, Massachusetts. Requests to ship the cupcakes created an awkward challenge: a decorated cake that looks right on a counter can arrive looking very different after a parcel journey. Layers of cake, filling and frosting inside a jar offered a way to protect the product.

That packaging also made the purchase easier to explain. A customer could order dessert for someone elsewhere without arranging a local bakery collection. Looking at the current range, that gift-giving purpose remains central: the shop organizes products around birthdays, celebrations and other occasions, alongside boxes that let buyers choose flavors. The business has retained a recognizable object from the show while offering more reasons to send it.

What was Kevin O’Leary’s deal?

ABC News’ May 2014 follow-up describes a $75,000 investment with a royalty structure. O’Leary was to receive $1 for each cupcake sold until he recovered that investment, followed by 45 cents per cupcake. In that report, he said his initial money had already been returned. These are the documented historical terms, rather than a claim about what anyone receives from a jar sold today.

ABC also reported O’Leary’s comparison of monthly sales before and after the television appearance: $15,000 and $265,000. Those figures belong to the 2014 report. They are useful evidence of the early jump he described, but multiplying the latter figure into a supposed 2026 annual turnover would erase more than a decade of changes.

Why Hickory Farms bought it—and what the price does not tell us

The acquisition announcement emphasizes expanding Hickory Farms’ year-round gifting offer. Cupcake jars fit birthdays and thank-you gifts as well as the holiday occasions associated with food hampers. That is the buyer’s stated commercial rationale; the release does not disclose a purchase price. It therefore cannot support an exact sale-value headline or a calculation of the founders’ personal wealth.

Today, Hickory Farms’ own cupcake collection provides a practical second place to check the brand. It sells cupcake gift packs within its wider catalog, including a six-jar best-sellers pack listed at $69.99 during our check. That listing supports the continued retail relationship. It is not evidence of the number of jars sold, the manufacturing margin or the company’s overall financial performance.

What can you order now?

The Wicked Good Cupcakes shop listed a mix-and-match four-pack at $49.99 when checked. Its range also included brownies, recurring cupcake gifts and seasonal flavors such as pumpkin spice and caramel apple streusel. These are price and catalog snapshots, before any applicable shipping or checkout adjustments. A flavor marked sold out should not be confused with the entire company closing.

The company’s FAQ explains that some flavors only appear seasonally. It also distinguishes choosing flavors from changing a recipe: individual frostings and toppings cannot be substituted, while customized top labels are available for some event and corporate orders. That distinction is useful if you remember the customizable gift concept from television and expect every part of the cupcake to be made to order.

Delivery timing deserves attention before buying a birthday gift. The FAQ says customers can select an arrival date up to 40 business days ahead, but production limits can make particular dates unavailable. The cart supplies the shipping quote. Checking the available arrival date before settling on a box is more useful than relying on an old recap’s delivery promise.

Another small detail can prevent confusion after delivery: the advertised eight-ounce jar refers to its volume, while the package’s food weight can be lower. The FAQ explicitly explains that difference. For ingredients and allergens, use the details for the particular flavor and its label; a mix-and-match box can contain different recipes.

For a contrasting acquisition story, our Bantam Bagels follow-up examines a business whose buyer later exited the operation. In Wicked Good Cupcakes’ case, the evidence supports a narrower and more useful answer: Hickory Farms acquired the brand, and both storefronts still offered its jars at our check. The undisclosed sale price remains undisclosed.