‘Wired Waffles’ make appearance on ‘Shark Tank’

Amy, left, and Roger Sullivan watch ‘Wired Waffles’ make the airwaves on ABC’s ‘Shark Tank.’ - Kirk Boxleitner
Amy, left, and Roger Sullivan watch ‘Wired Waffles’ make the airwaves on ABC’s ‘Shark Tank.’
— image credit: Kirk Boxleitner

MARYSVILLE — Although Roger and Amy Sullivan’s “Wired Waffles” didn’t get a deal from any of the five celebrity investors on ABC’s “Shark Tank,” the Marysville couple who created the line of caffeine-infused waffles still consider their product’s appearance on the Oct. 12 episode of the show to be a major win.

“Our website already crashed during the East Coast airing of the show,” Roger Sullivan informed his guests as they watched the episode at 8 p.m. at his home. “It’s the ‘Shark Tank’ effect. They literally couldn’t count how many hits the site got. I’ve gotten hundreds of emails today.”

The Sullivans explained to their guests that they’d already improved the recipe and packaging from what the panel of judges sampled in the studio on July 6, when the episode was taped, to preserve the moistness and flavor of the waffles, even if they’re served cold, stored in the freezer or kept out of their packages for extended periods of time.

“The producers were concerned with how the packaging might crinkle as it was opened on air, so they had me open the packages and cut up the waffles to serve to the ‘Sharks,’” Roger Sullivan said. “So to keep them from drying out, we were rushing around Century City getting hand-warmers that we could stuff in a bag with the waffles to keep them from drying out, but they must have sat out for about 15 minutes, enough to turn them into croutons,” he laughed.

Aside from the actual condition of his waffles, Sullivan feels he handled himself well in selling his wares to the “Sharks,” whom he thanked for the opportunity to pitch his product even after they turned him down.

“Win or lose, that’s still 10 minutes of primetime television with an average of 7 million viewers per episode,” Sullivan said. “And anyone who logs onto our website, which is back up, will be able to see the natural evolution that Wired Waffles have taken since then.”

To order Wired Waffles of your own, or for more information on the company, log onto


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