SubSafe After Shark Tank: What Happened to the Sandwich Saver?
Florida residents know the specific heartbreak of packing a massive deli sandwich for a day out on the water, only to pull it out of the cooler hours later and find it reduced to a soggy, inedible mess of melted ice and ruined bread.
Adam and Desiree Haller faced this exact frustration during a fishing trip, realizing that throwing away ruined food was both a waste of money and a terrible way to spend a weekend.
Instead of accepting defeat, they engineered the SubSafe, a buoyant, crush-proof sandwich container and walked into the Shark Tank to see if they could convince a panel of billionaires to bite.
Executive Summary
- The Deal Closed: SubSafe successfully secured and closed their $100,000 deal with Mark Cuban and Charles Barkley for 25% equity.
- Massive Retail Expansion: Following the show, the brand scored highly targeted retail placements in over 800 Publix supermarket delis, Wawa convenience stores, and partnered with ORCA Coolers.
- Current Status: Operating robustly, the company expanded its product line to include WineSafe, Charcuterie Safe, and biodegradable straws, maintaining an estimated $1 million in annual revenue.
What is SubSafe?
SubSafe is a multi-purpose, waterproof, and crush-proof plastic container specifically designed to protect submarine sandwiches from getting crushed or soggy inside coolers.
Manufactured from BPA-free plastic, the modular container doubles as dry storage for valuables, a cocktail shaker, or drinking cups when not holding food.
| Business Overview | Details |
| Industry | Consumer Goods / Outdoor & Kitchen |
| Founder(s) | Adam and Desiree Haller |
| Core Product | Waterproof, crush-proof sandwich container |
| Retail Price | $14.95 – $17.95 |
| Target Audience | Boaters, tailgaters, beachgoers, and campers |
The Founder(s) Behind SubSafe
Adam and Desiree Haller represent the classic American entrepreneurial spirit: identifying a highly specific, everyday annoyance and risking their own capital to build a solution.
Living in Florida, the couple spent the vast majority of their free time boating, fishing, and enjoying the outdoors. Their routine involved stopping at the local Publix supermarket, famous across the American South for its deli subs, and packing lunch into a heavy-duty cooler filled with ice.
The problem was simple physics. As the day progressed, the ice melted. The resulting water seeped into the standard plastic bags holding their sandwiches, turning a perfectly good lunch into a soggy, unappealing disaster.
Adam, actively looking to reduce the couple’s reliance on single-use plastics anyway, searched the market for a hard-shell container built specifically for the dimensions of a sub sandwich. When he realized no such product existed, the “aha” moment struck.
Developing a prototype required capital they did not readily have. In a major leap of faith that would later impress the Sharks, Adam sold his personal boat to raise $37,000. This money entirely funded the initial manufacturing run and the expensive process of securing a design patent.
The container they created was ingenious: modular threading allowed it to fit either a 6-inch or 12-inch sub, a silicone seal made it entirely waterproof, and the flat ends allowed the empty halves to be used as drinking cups or snack bowls once the food was gone.
With their inventory ready but their bank accounts drained, the Hallers turned to reality television to find a strategic partner.
SubSafe’s Shark Tank Pitch & Deal
When Adam and Desiree walked into the Tank during Season 10, Episode 13, the tension was palpable. They needed cash to scale, but more importantly, they needed a Shark with deep connections in retail and manufacturing to help them bring down costs and expand their distribution network.
The couple started strong by demonstrating the primary flaw of standard coolers, handing the Sharks soggy, waterlogged sandwiches. They quickly swapped them out for fresh, dry subs stored securely inside the SubSafe.
The Sharks universally agreed the product worked exactly as advertised. However, the mood shifted when the financial realities of the young company came to light.
The Hallers had launched the business just four months prior to filming and had generated only $40,000 in lifetime sales. For investors accustomed to companies pulling in millions, this was a red flag.
Adam quickly defended their numbers, explaining their lack of marketing budget because all their available cash specifically the funds from selling his boat, went directly into tooling and production. This hustle resonated deeply with the panel.
Lori Greiner was the first to exit negotiations. While she liked the founders, she felt the market for a dedicated sandwich container was too narrow for her massive QVC audience.
Kevin O’Leary followed suit. He acknowledged the product’s utility but saw massive friction in customer acquisition; he could not clearly see how he would recoup his investment and formally passed.
Robert Herjavec saw the vision and offered the $50,000 they requested, but he hesitated on the equity structure, audibly debating how much of the company he would need to take to justify the risk.
While Robert thought out loud, Mark Cuban and guest Shark Charles Barkley were quietly discussing a counter-attack. Barkley, a massive fan of golf, fishing, and outdoor recreation, saw immediate value beyond just sandwiches. He recognized the container’s utility for keeping keys, wallets, and cigars dry on a boat.
Teaming up, Cuban and Barkley interrupted the room with a combined offer: $100,000 for 25% of the company, split equally at 12.5% per Shark.
Realizing the immense marketing power of an NBA Hall of Famer and a billionaire tech mogul, Adam and Desiree did not even bother countering. They accepted the deal on the spot.
| Pitch & Offers Table | Details |
| Season/Episode | Season 10, Episode 13 |
| Initial Ask & Valuation | $50,000 for 13% ($384,615 valuation) |
| Sharks Present | Mark Cuban, Kevin O’Leary, Lori Greiner, Robert Herjavec, Charles Barkley |
| Notable Offers | Robert Herjavec (Ask met, equity unstated); Mark Cuban & Charles Barkley ($100,000 for 25%) |
| Final On-Air Deal | $100,000 for 25% with Mark Cuban and Charles Barkley |
Did the SubSafe Deal Actually Close?
Yes, the deal absolutely closed. In the world of venture capital television, many on-air handshakes fall apart during the grueling off-camera due diligence process. Issues with pending patents, inflated sales claims, or manufacturing bottlenecks frequently kill deals before the ink dries.
SubSafe passed due diligence with flying colors. The $100,000 capital injection officially cleared, and Mark Cuban and Charles Barkley officially became partial owners of the brand. You can still find SubSafe actively listed on the official Mark Cuban Companies portfolio website.
The strategic guidance from both investors proved critical almost immediately after the episode aired, helping the Hallers navigate a massive influx of orders and coordinate widespread retail distribution.
SubSafe After Shark Tank: The Current Update
Securing the deal was just the beginning. The immediate “Shark Tank Effect” propelled SubSafe into the national spotlight, resulting in features on Good Morning America and a highly publicized segment on TNT’s Inside the NBA, where Charles Barkley and Shaquille O’Neal showcased the product to millions of sports fans.
Capitalizing on the momentum, Adam and Desiree executed a brilliant retail strategy. Rather than fighting for shelf space in crowded sporting goods stores, they targeted the exact point of sale where their customers were already buying sandwiches. They successfully placed SubSafe displays in over 800 Publix supermarkets, positioned directly at the deli counters. This contextual placement dramatically lowered their customer acquisition costs. They soon expanded into Wawa convenience stores and secured legacy placement in Bed Bath & Beyond prior to the retailer’s restructuring.
By the end of 2019, the company outgrew the Hallers’ garage and moved into a 4,000-square-foot warehouse. They also secured a major licensing deal with ORCA Coolers, allowing them to sell SubSafe containers branded with official NFL and collegiate sports team logos.
Moving into the 2020s and up through, the company proved it was not a one-hit-wonder by successfully pivoting into a broader lifestyle brand. They launched the WineSafe, a combination waterproof container and koozie designed to protect glass wine and champagne bottles in transit.
Following consumer trends, they introduced the Charcuterie Safe for transporting intricate cheese and meat boards, and the Ice Safe, a vessel that segregates clean drinking ice from the dirty water sloshing around at the bottom of a cooler.
Perhaps their most lucrative offshoot was an entirely B2B (Business-to-Business) venture. Capitalizing on the global push away from plastics, the Hallers created VyroSafe, a line of durable, biodegradable paper straws.
Leveraging Cuban’s vast network, they began selling VyroSafe straws wholesale to major cruise ship lines, hotel chains, and restaurant conglomerates, moving millions of units and creating a massive secondary revenue stream.
What is the Net Worth and Valuation of SubSafe?
Tracking private company financials requires analyzing retail footprint, wholesale contracts, and direct-to-consumer traffic. Based on verified 2024 and 2025 financial logs, SubSafe generates an estimated $1 million in annual revenue.
When the Hallers pitched in Season 10, their $50,000 ask for 13% implied a valuation of roughly $384,615. The final deal they accepted with Cuban and Barkley ($100,000 for 25%) formally valued the company at $400,000.
In the consumer packaged goods (CPG) and outdoor gear sectors, profitable companies with proprietary molds, active patents, and diverse B2B revenue streams (like their VyroSafe contracts) typically command a valuation multiple of 2x to 3x their annual revenue. Based on their sustained $1 million annual sales, SubSafe’s 2026 valuation is realistically estimated between $2 million and $3 million.
As for the founders’ net worth, Adam and Desiree Haller retained 75% equity in their company after the Shark Tank deal. Assuming the company is valued conservatively at $2.5 million today, the couple’s corporate equity alone is worth approximately $1.87 million, entirely vindicating Adam’s risky decision to sell his boat to fund their dream.
Is SubSafe Still in Business?
Yes, SubSafe is completely operational and thriving. The company maintains an active e-commerce presence on their primary website, thesubsafe.com, where they process direct-to-consumer orders. They regularly update their inventory, engage with customers on social media, and continue to fulfill large wholesale orders for their VyroSafe paper straw division.
The brand has successfully transitioned from a single-product novelty into a stable, diversified outdoor accessories company.
Where to Buy SubSafe?
If you are looking to purchase a SubSafe for your next beach trip or tailgate, the product is highly accessible across multiple channels:
- Direct-to-Consumer: The most reliable place to view the entire product line, including the WineSafe, Ice Safe, and Charcuterie Safe, is their official website, thesubsafe.com. Buying direct often gives you access to bundle discounts and seasonal colorways (like Pink, Blue, and Charcoal).
- Amazon: SubSafe maintains a strong presence on Amazon, offering Prime shipping for users who need the product quickly before a weekend trip.
- Retail Supermarkets: For shoppers in the Southeastern United States, SubSafe containers are frequently hung on clip-strips directly next to the ordering counters at Publix delis and inside Wawa convenience stores.
The company also maintains a philanthropic angle; a portion of proceeds from specific online sales continues to support Provision Packs, an organization dedicated to providing nutritional food for underprivileged children.
