Shake It Pup was created to help dog owners make meals more exciting for their pets. The seasoning bottles were small, easy to use, and packed with natural ingredients. Each flavor was crafted to be safe and nutritious, providing probiotics and nutrients for digestion, joint support, and healthy skin.
The founders, Crook and Maiolfi, wanted to offer a product that avoided unhealthy scraps and expensive toppers. Their shared love for dogs and years of experience in the pet food industry inspired the innovative idea. Shake It Pup quickly became popular after its Shark Tank appearance.
Founding and Origins of Shake It Pup
Shake It Pup was founded by AJ Crook and Brett Maiolfi, who met in second grade and shared a lifelong love for dogs. Building on Maiolfi’s experience with Snap Wag, a craft dog food company started in 2016, they identified a gap in the market for dog meal enhancers that added flavor without compromising health.
The founders emphasized human-grade, locally sourced ingredients in all products. Self-funded through early sales, they developed small-batch recipes designed for picky eaters and bored pups. The goal was to offer a safe, fun, and nutritious way to enhance everyday meals, keeping dogs happy and healthy without disrupting their diets.
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What is Shake It Pup Dog Food Seasoning?
Shake It Pup offered 4.5-ounce seasoning bottles to sprinkle over dry kibble, wet food, or home-cooked meals. Popular flavors included:
- Bae’con and Eggs
- Barkin BBQ
- Slammin Salmon
- Turkey Feast
- Pizza My Heart
- Peanut Butter Belly
- Charcuterie
Health-focused broths were also available, including:
- Digestion Power Broth
- Bone & Joint Power Broth
- Skin & Coat Power Broth
Each bottle cost around $2.45 to make and retailed for $12.99, providing 30–60 meals. All ingredients were human-grade, hormone- and antibiotic-free, and enriched with nutrients for digestion and joint support.
Shake It Pup on Shark Tank
Shake It Pup appeared on Shark Tank Season 11, Episode 13, on February 28, 2020. Crook and Maiolfi pitched $100,000 for 25% equity, valuing the company at $400,000. At the time, they had $105,000 in sales and $3,000 worth of initial inventory.
During the pitch, they demonstrated the seasonings and explained the variety and digestive benefits. Some Sharks were hesitant due to market saturation: Maria Sharapova and Daymond John passed, while Kevin O’Leary offered $100,000 for 50% equity. Lori Greiner liked the product but passed, and Mark Cuban offered $100,000 for 20% equity, which the founders accepted.
| Mark Cuban | Agreed to invest $100,000 in exchange for 25% ownership of the company |
| Kevin O’Leary | Made an offer of $100,000 for 50% equity |
| Lori Greiner | Suggested $100,000 for 3% equity with $1 per unit royalty until repayment, then $0.50/unit ongoing |
| Maria Sharapova | Declined to invest |
| Daymond John | Chose not to make an offer |
Shake It Pup Shark Tank Update
The deal with Mark Cuban helped Shake It Pup scale production and reach more customers. Orders surged after the episode, especially online and on Amazon. However, rapid growth caused inventory shortages and shipping delays, frustrating many customers.
Amazon reviews became mixed, with complaints about delayed shipments and some dogs rejecting certain flavors. Concerns over ingredients like garlic, which can be harmful to dogs in high amounts, also appeared. Despite initial hype, these issues slowed momentum.
Why Did Shake It Pup Go Out of Business?
Although Shake It Pup had an innovative product and Shark Tank exposure, several challenges led to its closure:
- Supply chain and production limitations caused order delays.
- Negative customer reviews affected brand reputation.
- Competition from wet toppers and established pet brands was strong.
- Limited retail presence and partnerships hindered expansion.
- High production costs versus pricing pressures.
- Internal split in 2021 after Crook’s departure.
- Scaling infrastructure could not meet sudden demand surges.
Shake It Pup Expansion and Availability
Shake It Pup operated primarily through e-commerce, with no physical retail locations. Products were available on the official website, Amazon, and a few boutique pet stores. Attempts to expand to larger retail chains failed due to competition, pricing, and supply chain challenges.
By 2021, operations were shifted back to Snap Wag under Brett Maiolfi after AJ Crook’s departure. As of November 2025, Shake It Pup products are no longer available for purchase, with the website inactive and Amazon listings removed. Occasionally, expired or used bottles appear on secondary markets like eBay, but official support and production have ceased.
Financial Performance and Sales Growth
Before appearing on Shark Tank, Shake It Pup had modest revenue of $105,000 from direct online sales. After the episode, sales briefly surged due to national exposure, but the company could not keep up with demand. Shipping delays, inventory issues, and negative reviews hindered growth, causing momentum to stall.
Lifetime sales likely remained under $500,000, insufficient to sustain operations. While the Shark Tank deal temporarily boosted valuation to roughly $500,000, the operational difficulties ultimately prevented Shake It Pup from becoming a profitable, long-term business.
Shake It Pup Net Worth in 2025
As of 2025, Shake It Pup’s net worth is officially $0, following the company’s closure around 2021-2022. Despite gaining national exposure on Shark Tank and receiving investment from Mark Cuban, the brand could not sustain operations due to production challenges, supply chain issues, and competition from established pet food toppers.
Before its closure, the company’s pre-deal valuation was around $400,000, and post-deal estimates briefly reached $500,000 based on Cuban’s investment. Lifetime sales were modest, likely under $500,000, insufficient to maintain profitability and long-term growth in a competitive market.
| Pre-Shark Tank (2019) | $400,000 |
| Post-Shark Tank Deal | ~$500,000 |
| Lifetime Sales (Estimated) | <$500,000 |
| As of 2025 | $0 |
Lessons from Shake It Pup
Shake It Pup’s journey offers valuable lessons:
- Exposure alone cannot ensure long-term success.
- Inventory management and supply chain are crucial for e-commerce brands.
- Scaling too quickly without partnerships leads to customer dissatisfaction.
- Even quality products face strong competition.
- Prompt and transparent customer service is essential for brand trust.
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Shake It Pup Today
As of 2025, Shake It Pup is no longer in business. The brand’s website and social media are inactive, and Amazon listings are removed. The concept influenced similar dog food toppers, but the original company has permanently closed.
The founders have moved on to other ventures. Shake It Pup remains a well-known example of a Shark Tank product that faced operational and market challenges despite strong initial exposure.
Final Thoughts
Shake It Pup was a creative and fun dog food seasoning brand that brought new flavors to pets’ meals. Its Shark Tank appearance gave it attention and investment, but operational challenges led to its closure. Today, the brand’s net worth is $0, and products are no longer available. The story of Shake It Pup serves as a lesson for startups in managing growth and customer demand.