Peekaboo Ice Cream has no verified net worth. It is a private company that never published financials, and it has been quiet since the end of 2021. The only hard figure on the record is the $10 million valuation founder Jessica Levison put on the business during her Shark Tank pitch, and none of the five investors in the room was willing to pay it.
Here is where that number came from, what the business actually earned, and what is left of the brand today.
What is Peekaboo Ice Cream worth today?
As a working business, very little. The pints are gone from national grocery shelves, the company blog stopped in August 2021, and the last Instagram post went up on December 27, 2021. What is left is a name, a set of recipes, a trademark, and a website that still loads.
Net worth means assets minus liabilities. For a private company like Peekaboo Organics LLC, only the owner and her accountant can see that number. Nothing gets filed publicly, so any dollar amount attached to the brand is an estimate, not a fact.
It also helps to keep three separate ideas apart. Revenue is the money that comes in from selling pints. Valuation is what someone is willing to pay for a slice of the company. Net worth is what would be left if you sold everything and paid off every debt. A brand can post a few million in sales and still be worth close to nothing once packaging costs, unsold inventory, and loans are counted.
One more thing is worth separating out. Levison’s original scoop shop, Serendipity Creamery in Surfside, Florida, is a different business. She opened it in 2008 and it has kept going. Peekaboo was the packaged brand she built on top of it.
Where the $10 million valuation came from
Levison asked the sharks for $800,000 in exchange for 8 percent of her company. That single sentence is the entire source of the figure. If 8 percent costs $800,000, the whole business is priced at $10 million.
The trouble was the sales number sitting underneath it. Peekaboo had done about $450,000 in its first year of retail. A $10 million price on $450,000 of sales is roughly 22 times revenue, and a year-old frozen dessert brand does not usually command that.
Her projections told a friendlier story. She expected 3,000 stores and $5 million in sales the following year. Measured against that, $10 million is about two times sales, which is ordinary for a growing food brand. The valuation was never really about what had already happened. It was a bet on the next twelve months, and the sharks would not pay for a year that had not arrived.
One detail explains a lot of the confusion around these figures. The episode carried a season 11 production code and aired later, as episode 8 of season 12, on December 11, 2020. The sales and store counts she gave on camera were already more than a year old by the time viewers heard them.
The numbers on the record
Everything below was stated in the pitch or announced publicly. Nothing here is an estimate.
| Figure | Amount |
|---|---|
| Sales in the brand’s first retail year | About $450,000 |
| Investment ask | $800,000 for 8 percent |
| Valuation that ask implies | $10 million |
| Stores at the time of the pitch | About 900 |
| Sales projected for the following year | $5 million |
| Lori Greiner’s offer | $800,000 as a three-year loan at 6% interest, plus 5% equity |
| Kevin O’Leary’s offer | $800,000 as a three-year loan at 9% interest, plus 8% equity |
| Snackcelerator grand prize, November 2020 | $200,000 in funding and support |
| Deal closed on the show | None |
Why there was no deal
Both offers on the table were loans, and that is what killed it.
Lori Greiner offered the full $800,000 as a three-year loan at 6 percent interest, plus 5 percent of the company, on the condition that Peekaboo release low-fat and low-carb versions. Kevin O’Leary came back with the same $800,000 as a three-year loan at 9 percent interest, plus 8 percent of the company, with no strings attached.
Levison said no to both. She wanted an equity investment and a strategic partner, not debt to service while she scaled up production. That is a defensible position. Loan repayments start immediately, and a frozen brand pays for cold storage, slotting fees, and inventory long before the cash comes back. Mark Cuban, Barbara Corcoran, and Robert Herjavec passed outright. She walked out with the exposure and none of the money.
The taste test was never the problem. Every shark ate the ice cream blind, and not one of them could find the vegetables.
How big Peekaboo got, and where it stopped
The strongest run came before the episode ever aired. In October 2019 the brand landed in 1,800 Kroger stores, on top of Whole Foods, Safeway, and Bristol Farms, and it passed 2,500 retail doors on the way toward the 3,000-store goal she named on the show.
At its peak this was a real national brand, not a side project. The pints were certified organic, certified kosher, and made by an outside co-packer so the shop in Surfside did not have to produce them. The company was a certified B Corp. August 2020 brought a rebrand, two new flavors in cookie dough and unicorn birthday cake, and the first vegan sorbets. On November 20, 2020, Peekaboo won the grand prize in the Real California Milk Snackcelerator, worth $200,000 in funding and support to launch snack-size cartons.
There was a setback too. In May 2020, co-packer Ramar Foods recalled 14-ounce cartons of Peekaboo Mint Chocolate Chip with Hidden Spinach over possible listeria contamination. The FDA recall notice records that 33 cartons reached shoppers, that no illnesses were reported, and that the recall has since been closed out. It was small, but it landed on a young brand still proving itself to grocery buyers.
After 2021 everything stops at once: the blog, the social accounts, and the retail distribution.
Is Peekaboo ice cream still being made?
Not in any form you can buy at a supermarket. The website is still online, and it still promotes the Target launch from 2020, but the pints have been off shelves for years. There has been no announcement of a closure, a sale, or a relaunch.
Levison still lists herself as founder and CEO, and Serendipity Creamery in Surfside is still scooping. If the recipes come back, that shop is the likeliest place they would show up first.
What about Jessica Levison’s net worth?
There is no published figure for her either, and the reasoning is the same: a privately held business, no filings, nothing disclosed.
What is on the record is her route into ice cream. She earned a business degree from Michigan’s Ross School of Business and a law degree from New York Law School, worked as a Legal Aid attorney in Broward County, then trained at Penn State’s Ice Cream Short Course before opening Serendipity in 2008. Peekaboo grew out of that shop’s kitchen, after a long stretch of testing vegetable purees on her own three kids.
The product itself held up. Every pint carried a full serving of vegetables: two cups of spinach in the mint chip, 14 baby carrots in the strawberry, 10 cauliflower florets in the chocolate. The recipe worked. The financing is what did not.
Frequently asked questions
Did Peekaboo Ice Cream get a deal on Shark Tank?
No. Lori Greiner and Kevin O’Leary both offered $800,000 as a three-year loan with a small equity stake attached. Jessica Levison wanted an equity investment and a strategic partner instead, so she turned both offers down.
How much was Peekaboo Ice Cream valued at?
$10 million, which comes from her ask of $800,000 for 8 percent. That was her own asking price rather than an agreed valuation, and the company had done about $450,000 in sales at the time.
Can you still buy Peekaboo ice cream?
Not from national grocery stores. The pints came off shelves after 2021 and the brand has posted nothing since. Levison’s scoop shop, Serendipity Creamery in Surfside, Florida, is still open.
What episode of Shark Tank was Peekaboo on?
Season 12, episode 8, first aired on December 11, 2020. The sharks that night were Mark Cuban, Barbara Corcoran, Kevin O’Leary, Lori Greiner, and Robert Herjavec.
Who owns Peekaboo Ice Cream?
Jessica Weiss Levison founded the company and still lists herself as founder and CEO. No shark holds a stake, because no deal closed on the show.
Conclusion
Peekaboo Ice Cream never had a public net worth, and it does not have one now. The $10 million figure attached to the brand is simply the valuation Levison asked for on Shark Tank against about $450,000 in sales, and no investor accepted it. She left without a deal, reached thousands of stores, won $200,000 in a dairy innovation contest, then went quiet after 2021. What the brand is worth today sits in a name and a set of recipes rather than a balance sheet.
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