What Happened to Gotta Have S’more? Shark Tank Update & Net Worth
If you have a sweet tooth, you likely remember the mouth-watering treats from the company “Gotta Have S’more.” The gourmet bakery appeared on Season 4 of the hit television show Shark Tank, offering the panel of wealthy investors a clever, mess-free twist on a classic American campfire dessert.
The founder brought her signature “s’muffins” to the stage, promising all the gooey, chocolatey goodness of a traditional s’more without the need to ever light a campfire.
It was an incredibly tempting pitch that had the investors licking their fingers, but the business faced severe criticisms regarding its shipping logistics.
A lot of time has passed since Season 4 aired. Did the company survive the tough feedback from the Sharks? Did they ever figure out how to lower their massive shipping costs? And is the company still selling its famous desserts today?
We have researched all the facts, tracked down the founders, and analyzed the market to bring you the ultimate 2026 update on Gotta Have S’more.
Read on to find out exactly what happened to the business, the unexpected path of its owners, and the company’s net worth today.
What Was Gotta Have S’more?
Gotta Have S’more was an innovative gourmet bakery based in Los Angeles, California. The company was founded in 2011 by Carmen Lindner. Lindner had a fascinating background.
Born and raised in New York, she originally moved to Los Angeles to pursue a demanding career in the film and entertainment industry. However, after spending years in film production, she realized her true passion belonged in the kitchen.
The idea for her business came to her during a late-night epiphany. She wanted to create a dessert that captured her fondest childhood memories of roasting marshmallows over warm summer campfires in upstate New York.
Her invention was called the “s’muffin.”
The s’muffin was exactly what it sounded like: a gourmet s’more baked into the shape of a miniature muffin. The culinary architecture of the treat was designed to be beautiful, delicious, and easy to eat.
| S’muffin Component | Culinary Details |
| The Base | A thick, crunchy, miniature graham cracker crust that provided a sturdy foundation. |
| The Core | A rich, decadent chocolate ganache filling that melted perfectly in the mouth. |
| The Topping | A large, fluffy marshmallow that was carefully roasted to a golden brown. |
Because they were baked in a specialized muffin format, they were highly convenient. Customers did not have to deal with sticky fingers or crumbling crackers.
The company also understood that modern consumers love variety. To increase the product’s appeal, Gotta Have S’more offered several unique and tantalizing flavor profiles, including:
- Classic Milk Chocolate
- Rich Dark Chocolate
- Salted Caramel
- Peanut Butter Cup
- Spicy Mexican Hot Chocolate
The treats were an instant hit in the local Los Angeles area. They catered to people who craved nostalgic comfort food but desired a touch of gourmet novelty. Lindner’s treats were sold directly online, at local farmer’s markets, and in high-end specialty bakeries across the city.
Seeing the massive local success, Lindner wanted to scale her business to the national level. To get the funding and strategic partnerships required for a nationwide rollout, she decided to pitch Gotta Have S’more on Shark Tank.
Gotta Have S’more Shark Tank Pitch: A Look Back at Season 4
Carmen Lindner walked into the Shark Tank during Season 4 (Episode 16), which aired in early 2013. She carried a beautifully arranged plate full of freshly baked s’muffins, ready to win over the panel of investors.
The Investment Ask
Lindner began her presentation confidently. She was seeking a $75,000 investment in exchange for 25% equity in her company. This request gave Gotta Have S’more an implied financial valuation of $300,000.
She handed out fresh samples of the Salted Caramel, Dark Chocolate, and Milk Chocolate s’muffins to the panel, which included Mark Cuban, Kevin O’Leary, Daymond John, Robert Herjavec, and Barbara Corcoran.
Her initial show of hands impressed the Sharks, proving there was widespread cultural appeal for the classic s’more flavor. The Sharks universally agreed that the product tasted fantastic and the presentation was flawless.
The Financials
Lindner then showcased her impressive sales figures. In just two and a half years of operation, Gotta Have S’more had generated $250,000 in total sales. Even better, she projected that the company would earn over $165,000 for that current year alone.
She explained that 75% of her customers ordered directly from her online store or over the phone. Her business model relied heavily on direct-to-consumer delivery.
The Shipping Cost Disaster
However, the pitch quickly took a negative turn when the topic of logistics and shipping arose.
When Kevin O’Leary asked about the cost of fulfilling national orders, Lindner revealed a shocking number: shipping a single dozen s’muffins nationwide cost a staggering $54.
Because the s’muffins contained dairy and highly perishable ingredients, they could not be shipped in standard cardboard boxes. They required expensive overnight shipping, insulated coolers, and dry ice to ensure they arrived fresh and safe to eat.
The Sharks were stunned. Kevin O’Leary immediately pointed out that this cost was excessive and unsustainable. He argued that average consumers would not pay such an extreme premium just for the shipping of a baked good.
Lindner tried to defend her business model. She argued that her product targeted high-end, affluent customers who were willing to pay a premium price for a unique, gourmet gifting experience.
The Sharks Opt Out
The investors remained highly skeptical of the business’s scalability. They believed the cold-chain logistics would eat up all the profits.
Mark Cuban famously teased Lindner, stating, “You’re so in love with your S’muffins, you can’t see the dollars for the marshmallows”. He advised her to keep the business local to Los Angeles, where she could deliver them cheaply, rather than forcing a national shipping model.
One by one, the Sharks dropped out. Kevin O’Leary, Mark Cuban, Robert Herjavec, and Daymond John all passed on the opportunity. Barbara Corcoran was the last remaining Shark, but she admitted she simply did not enjoy the taste of the product enough to risk her money, leading her to opt out as well.
As Lindner walked out of the Tank, she seemed stunned by the unanimous rejection. She firmly believed in the potential of her s’muffins, but she left without a deal.
What Happened Immediately After Shark Tank?
For most startups, appearing on Shark Tank results in massive publicity and a huge bump in sales, a phenomenon known as the “Shark Tank Effect.” Gotta Have S’more did experience a wave of momentum and a surge of new fans who appreciated the unique dessert.
However, the massive influx of national orders only highlighted the exact problem the Sharks had pointed out: shipping was simply too expensive.
Lindner went straight to work trying to fix the issue. She relentlessly negotiated with shipping carriers and eventually secured a much more favorable deal with a FedEx distributor that specialized in transporting perishable goods.
This breakthrough lowered the nationwide shipping cost for a dozen s’muffins from $54 down to $20. This massive reduction boosted the product’s competitiveness, and soon, the revenue from shipped products matched the revenue from local Los Angeles retail locations.
Despite this victory and achieving modest profitability, running a high-volume bakery is exhausting. By 2014, Lindner made a major life decision.
The 2014 Acquisition: A New Owner Steps In
In 2014, just a year after the episode aired, Carmen Lindner officially sold Gotta Have S’more.
The buyer was Annalisa Mastroianni Johnson. Johnson was not a corporate outsider; she was the owner of the commercial kitchen facility where Lindner rented space to bake the s’muffins.
Annalisa Johnson brought a powerhouse of culinary expertise to the brand. Cooking was in her DNA. Born to an Italian father and a Swedish mother, she grew up in a household that prioritized incredible food.
Her father was a highly successful talent agent who represented legendary artists like Rick James and Prince. Despite growing up around wealth and celebrities, her parents instilled a strong work ethic in her, leading her to get her first job at Taco Bell as a teenager.
By the time she acquired Gotta Have S’more, Johnson was already running Annie’s Edibles, a top-tier gourmet meal delivery and catering service.
Her mastery of specialty cooking made her highly sought after in Hollywood and Silicon Beach. Her incredible client list included massive celebrities such as:
- Robert De Niro
- Cher
- Forest Whitaker
- Matthew McConaughey
- Queen Latifah
- Sarah Michelle Gellar
Johnson had always been a strong supporter of the s’muffin concept. She felt the s’more was a classic Americana dessert that could be taken to the next level. Purchasing the business made perfect sense for her existing culinary infrastructure.
Under Johnson’s management, Gotta Have S’more experienced a total brand refresh. She retained the original, beloved recipes but completely redesigned the packaging to make it more appealing for high-end gifting.
She also introduced a variety of new seasonal flavors and products, including the “Selfie Smore,” which allowed customers to add personalized elements to their desserts.
Johnson also used the business for philanthropy. She partnered with an organization called Foster Nation, using her commercial kitchen to teach foster youth how to cook and gain valuable employment skills.
The Retail Era: Opening a Brick-and-Mortar Store
For several years, the business thrived under Johnson’s leadership. She successfully expanded the product range, adding items like “s’mookies” (a decadent combination of a s’more and a chocolate chip cookie).
In June 2018, the company reached a massive milestone. Johnson opened a physical, brick-and-mortar storefront dedicated entirely to Gotta Have S’more.
The bakery was located on Fairfax Avenue in the Little Ethiopia neighborhood of Los Angeles. It was an interesting cultural contrast, placing a campy American confection shop right alongside traditional East African restaurants.
The shop became a local favorite, offering fresh salted caramel s’mores, Nutella s’mores, and Mexican hot chocolate variations right over the counter.
Johnson even made the business a family affair, naming her son the “Chief Cookie Officer” (CCO) and using a portion of the shop’s profits to fund his future college education and support various charities.
Is Gotta Have S’more Still in Business in 2026?
No, Gotta Have S’more is officially out of business in 2026. The brand has permanently closed its doors.
Like thousands of small food businesses, the company faced unprecedented challenges during the global events of 2020. The physical storefront on Fairfax Avenue was eventually forced to close due to changing foot traffic and retail challenges.
Johnson made one final, strategic attempt to save the brand by pivoting entirely to e-commerce. To permanently solve the nationwide shipping problem that the Sharks had complained about years earlier, she partnered with the massive food delivery platform Goldbelly.
She also integrated the business with Uber Eats to offer nationwide shipping. Goldbelly allowed customers across the country to order S’mores Variety Packs with ease, utilizing the platform’s massive cold-chain logistics network.
On December 12, 2022, the Gotta Have S’more Instagram account posted an enthusiastic announcement that the brand was back on Goldbelly just in time for the holidays. The caption urged fans to order for the season and teased that they were working on “new goodies”.
However, those holiday posts were the final updates the company ever provided. Shortly after the 2022 holiday rush, the company’s website was taken offline, and all social media accounts went dark.
The business did not fail chaotically; rather, Johnson made the strategic decision to quiet the brand and shut down operations to focus on a rapidly growing, far more profitable venture.
Where Are the Founders in 2026?
The story of a business closure is often viewed as a failure, but for both women involved with Gotta Have S’more, it was simply a stepping stone to incredible new successes. Today, in 2026, both founders are thriving in completely different fields.
Carmen Lindner (Original Founder)
After exiting the food industry in 2014, Carmen Lindner completely reinvented her career. Today, she is a passionate advocate focused on family wellness and technology.
Lindner is actively involved with an organization called ScreenStrong. She regularly speaks on podcasts and panels as a “ScreenStrong Mom,” sharing her personal experiences with social media addiction and its effects on family dynamics. Her professional profiles show no recent ties to the baking world, indicating she has fully closed the chapter on her s’muffin days.
Annalisa Mastroianni Johnson (Second Owner)
Annalisa Johnson is currently running one of the most exciting and resilient food brands in Los Angeles.
When she retired the s’more brand, Johnson poured all of her extensive culinary talent into her true passion: soul food. She launched a brand called Annie’s Soul Delicious. What started as a simple Sunday pop-up operation out of her commercial kitchen quickly exploded in popularity, eventually turning into a massive, full-time restaurant concept.
The journey of Annie’s Soul Delicious has been a masterclass in resilience. The restaurant initially operated out of a cloud kitchen during the pandemic.
In late 2024, Johnson secured a permanent physical home for the restaurant right back in the Fairfax District of Los Angeles (at 339 N. Fairfax Avenue).
Operating a brick-and-mortar in Los Angeles is incredibly difficult. Since opening, the Fairfax location has survived neighboring building fires that shut off their utilities, break-ins, and even severe vandalism where thieves stole the building’s copper piping. Despite a lack of support from local city council offices, Johnson refused to give up.
Her perseverance paid off massively. In the spring of 2026, Johnson announced a major expansion for Annie’s Soul Delicious. She partnered with Gene Roebuck, the successful owner of Made Burgers, to open a brand new takeout and delivery location in Hawthorne, California.
The menu at Annie’s Soul Delicious is renowned across the city, featuring incredible dishes such as:
- Smothered Turkey Wings
- Creamy Oxtail Mac & Cheese
- Fried Catfish Sandwiches
- Blackened Salmon
- Shrimp & Grits
Johnson is also developing a brand new line of ice cream with her son, featuring unique flavors inspired by classic soul food ingredients. Interestingly, if you check the current menu at Annie’s Soul Delicious, you will find a side item listed as a “Bag of Mini Muffins”.
While they are savory cornbread instead of chocolate and marshmallows, it is a touching culinary nod to her history with Gotta Have S’more.
What is the Net Worth of Gotta Have S’more?
When Carmen Lindner stood on the Shark Tank stage in 2013, she valued the Gotta Have S’more business at $300,000.
Today, in 2026, the specific net worth of the Gotta Have S’more brand is $0. Because the company has officially ceased operations, the website domain is inactive, and the specific s’muffin retail operations no longer exist, the standalone brand holds no financial value.
However, it is crucial to understand that the wealth and assets associated with the business did not simply vanish. The commercial kitchen infrastructure, the catering equipment, the strategic business knowledge, and the customer goodwill that Annalisa Johnson cultivated were all brilliantly reallocated. Those assets served as the vital foundation to build and scale Annie’s Soul Delicious.
While the exact financial valuation of Annie’s Soul Delicious remains private, the company’s ability to survive intense economic pressures, maintain a premium location on Fairfax Avenue, and successfully fund a major expansion into Hawthorne in 2026 strongly indicates that Johnson is operating a highly profitable and rapidly growing food empire.
Final Thoughts: The True Legacy of the S’muffin
The story of Gotta Have S’more is a perfect case study of the brutal realities of the modern food industry. Sometimes, a product can be universally loved, brilliantly branded, and incredibly delicious, but fundamental logistical barriers, like the high cost of shipping perishable goods on dry ice, can make it nearly impossible to scale on a national level.
In the end, Mark Cuban and Kevin O’Leary’s warnings about the shipping economics proved to be highly accurate. The cold-chain delivery model is notoriously difficult for small, independent bakeries to sustain.
However, looking at the business purely as a “failure” misses the bigger picture. Carmen Lindner followed her passion, invented a product that brought joy to thousands, successfully pitched it on national television, and managed to sell her company.
Annalisa Johnson took that brand, pushed it into retail and national platforms like Goldbelly, and learned the exact mechanics of operating a high-volume food business. She then used every lesson she learned to build a soul food restaurant that is thriving and expanding in 2026.
Gotta Have S’more and its famous s’muffins may be gone, but the relentless entrepreneurial spirit behind the brand continues to feed the city of Los Angeles today.
