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Nutr on 'Shark Tank': What is the cost, who are the founders, and all about the vegan milk machine

Nutr, 'Shark Tank's new pitch, is already revolutionizing the plant-based dairy industry
'Nutr' founders Alicia Long and Dane Turk on 'Shark Tank' (ABC/Shark Tank)
'Nutr' founders Alicia Long and Dane Turk on 'Shark Tank' (ABC/Shark Tank)

COLUMBUS, OHIO: Are you filled with regret every time you hold a warm cup of coffee in your hands or plan to make a delicious nutty chocolate milk cup because you promised yourself you’ll go Vegan yesterday? Do you hate the day a little bit more when you are walking the corner of your Barista and smell a freshly brewed cappuccino and you just ‘can’t’ drink it because suddenly you’ve become lactose intolerant? Then we might have something special for you. Here’s the good news: You can drink that cappuccino, you can make that nutty hot chocolate, and that too without buying expensive plant-based nut milk that is full of preservatives and creates packaging waste. Why buy milk when you can make your own dairy-free or nut-free at home? What we have for you is: "Nutr"

Nutr is the device that is currently shaking up the dairy industry. Fun fact: it is the non-dairy lovers who are most enticed by Nutr. The company offers a plant-based milk maker in the kitchen, thereby enabling the customers with a variety of drinks - including nut and plant-based milk, coffee creamers, hot drinks, smoothies, and more. The best part about them is, they are a wellness brand which also gives back by planting a tree for every Nutr sale. Isn’t that really awesome? You’ll not only be drinking plant-based milk but contributing towards planting a tree. Read on to know more about this amazing machine that will soon be making its debut on 'Shark Tank'. Let’s see how well the machine delivers to the Sharks - Barbara Corcoran, Mark Cuban, Lori Greiner, Robert Herjavec, Daymond John, Kevin O'Leary, and guest Shark Daniel Lubetzky.


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What is Nutr?

Nutr is a wellness brand and creator of the patent-pending Nutr Machine – a signature product that makes nut and plant-based milks at the push of a button. Their sleek single-serve nut milk maker saves time, reduces packaging waste, and results in a tastier experience compared to store-bought nut milks. 

The manufacturer of nut milk maker machines intended to make its own plant-based milk in minutes, so they enable the customers with a variety of drinks - including nut and plant-based milk, coffee creamers, hot drinks, smoothies, and more. Along with their proprietary Nutr Blends, they are empowering consumers to make clean and delicious plant-based milk themselves.


Who are the founders?

Alicia, the co-founder and CEO of Nutr, is lactose intolerant herself and was tired of looking for good alternatives but not really finding any. She only saw unhealthy options in the store, which drove her to leave her Fortune 500 company and start Nutr along with her husband Dane Turk. The two mostly started the company with crowdfunding. 

Alicia was working at Google as a Sr Tech Recruiter when she decided that a piece of her life was missing – entrepreneurship. While on maternity leave, she took the Start and Scale course and learned that she needed to do something about it. She has also worked with Amazon, and has done a Bachelor of Business Administration in Marketing at The Ohio State University Fisher College of Business. Quite the academic, Alicia graduated with Phi Sigma Theta Honors and was part of the American Marketing Association. She has some big names on her resume, having been the Senior Recruiter at Amazon for a little over a year and Senior Tech Recruiter at Google for two years.  

It was in January 2021 that she stepped into her own business, founding Nutr and working full-time with her husband out of Columbus, Ohio. “For the past 2 years, I’ve built a brand to change the way we milk,” Long says on her LinkedIn profile. “We are empowering our consumers and inspiring them to make clean & nutritious plant-based milk themselves."


What is the cost and where to buy the machine from?

The cost of the limited edition matte black and rose gold Nutr is $189, available at Amazon and Nur's official website. The white machine costs only $169. “While that cost might feel jarring for a relatively small tool,” a customer said, “the way I like to think about it is by comparing it to the cost of buying plant-based milk every week or two. The price of the Nutr is about the same as 21 cartons of plant-based milk (in New York City), which I easily consume in less than a year. What’s more, the handy gadget reduces waste from single-use cartons, and it will hopefully last for years and years.” Another user commented, I didn't want to love this as much as I did but it's super satisfying to make a fresh cup of nut milk in just a couple minutes! It doesn't make a lot at a time so you have to run a couple batches through if you want to have some to save for later. Is it a home accessory that I need? No. Is it one that I show every friend who comes to the house.” 


Where is Nutr now?

The company, which has been recognized by some big media including Mashable, Forbes, Self, Women’s Health, Huffpost, WSJ, CBS, and PopSugar, is running double digits in $M run rate after being launched in July ’21. It has also had the top 1% fastest launch on Shopify, top 4 on Amazon in 2022, and is the top-rated eco-conscious gadget by WSJ. It has been featured in Huffington Post, GQ, Mashable, NBC Today Show, Good Morning America, and QVC as well. The firm is projecting $10M in 2022, driven by established relationships with retailers such as Sur La Table, Best Buy, William Sonoma, and 10+ national retail chains.

Who will steal the deal?


It seems like guest Shark Daniel Lubetzky, founder of KIND and co-founder of SOMOS Foods, might steal the deal. However, we know that the brand's sales numbers and profit margins will be the major deciding factor for the sharks on whether to invest in the business or not. So, we will just have to wait and watch to see if the Sharks even make a deal. Catch the episode to find out. 

'Shark Tank' Season 14 Episode 12 airs on ABC on Friday, January 20, 2023, at 8 pm ET. The latest episode features products like Nutr, Brass Roots, Nopalera, Frescos Naturales.