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The popularity of the ketogenic diet (keto for short) is surging as people seek out different ways to improve their overall health, particularly in the areas of weight control or general metabolic health. One of the more mainstream outlets the keto diet was exposed to was the long-running ABC hit TV show, Shark Tank. You and I know that getting a product or service on Shark Tank, one of the most recognised investment shows has a good chance of providing an overnight boost of credibility lining up future market appeal. Stay tuned while we review the keto offering that landed on Shark Tank, the long-term sustainability, and also investigate the sustainability of the ketonic diet for its users.

Shark Tank and the Keto Diet

I was first introduced to keto when I heard about this product on the reality TV show Shark Tank. The show features entrepreneurs who meet with a panel, known as Shark Tank’s ‘sharks’. The entrepreneurs pitch their products and ask for funding, so members of the panel can support the startup, while providing a bit of guidance along the way. I remember that Sam, my husband and my business partner, was watching Shark Tank one Sunday night at the end of 2019 when he said, out of the blue: ‘Are these keto-friendly snacks actually good?’ I was in our living room doing laundry while he was on the couch, glued to the TV. I had seen that scene before, so my reaction was almost automatic: ‘No way. Maybe once in a while for a treat but not something you eat on a regular basis. I mean, it can’t be good. How much sugar is in that?’ I wondered as I picked up a sock from the floor. What Sam had seen were a series of keto-friendly snacks run by a startup company that was begging for $750,000 from the sharks. The company’s representatives promised that these snacks not only were tasty but also helped with weight loss and burning fat through a process called ‘ketosis’.

In the product presentation, the entrepreneurs promoting the keto product emphasised the properties and selling points of the product, including how it is keto-friendly, low-carb and high-fat, conferring with the characteristics of the diet. The sharks expressed their interest and potentially saw market demand for the product, ultimately leading them to negotiate offers for an investment in the product. In this instance, the keto product was brought to the limelight, creating awareness and increase in visibility among consumers looking to follow the keto lifestyle.

Although an appearance on Shark Tank helps a business by boosting exposure and increasing its street cred, the ultimate outcome for that keto product – and many others – depends on future trends: how many people are interested in the keto diet, who is offering it, and what other products are on sale or will be in the future. The popularity of the keto diet is increased by testimonials from people who have lost weight and feel better. The diet has become popular enough that KetoFast apparently hired the star of a major motion picture to tout its new Juicebox product.

Challenges and Opportunities

However, the keto diet comes with its own set of challenges, and eating such a low-carb, high-fat diet can be restrictive and difficult for some, making long-term adherence a considerable challenge. Consumers might lose weight and experience significant metabolic benefits on the keto diet, but in order to reach their health and wellness goals for the long term, they might need to use additional products such as the drinkpod proposed in Shark Tank, along with tracking and dietary advice, to stay on track and make key adjustments for nutritional balance and overall health. Whether or not a keto product actually takes off post-Shark Tank will depend on the guidance it provides consumers to achieve these goals.

Aside from consumer demand and market trends, another factor that can affect the long-term viability of keto is competition. Depending on the specific keto product, competitors can exist in the form of other businesses bringing their own interpretation of a keto product to the market. Think about all the competitor snacks, supplements and meal-plan subscriptions that can vouch to offer a better version of those keto products. Unlike the influencers who’ve yet to try keto, competitors have already ‘walked the walk and talked the talk’, so people may be more willing to consider alternatives and try their approaches.

Similarly, the evolution of nutritional science and understanding of the keto diet may also shape the long-term success of keto products by providing new guidance for consumers about the role of the keto diet in health.

Conclusion

In summary, the keto product that was featured on Shark Tank might have initially gained traction and exposure via its appearance on the show, but, moving forward, its success depends on its ability to respond to changing needs and demands of the market and its consumers, as well as to changing scientific discoveries and contexts. Addressing challenges, seizing opportunities and differentiating from its competitors will help the keto product become a more trusted and sustainable dietary product for consumers who are on the keto diet or are seeking healthier eating options. At the moment, the keto diet continues to be a popular dietary regime, driving innovations in the food and wellness industry. Regardless of the trendy status of the keto diet, the success of keto products in the market lies on their ability to perform, provide value and convenience to its consumers, in an increasingly competitive and evolving market.

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