Home Online Fame Stories 1

The Mystery Of Peekaboo Ice Cream: 7 Shocking Facts About The Vegetable-Infused Dessert And Its 2025 Status

• minute read
Contents

The concept of a dessert that secretly contains a full serving of vegetables is revolutionary, and that is exactly what Peekaboo Ice Cream achieved. Launched by a Florida-based mother, this innovative brand quickly rose to national prominence, captivating parents and health-conscious consumers alike with its "stealth health" approach to frozen treats. The promise was simple: decadent, organic ice cream with hidden veggies like cauliflower, zucchini, and spinach, ensuring children—and adults—could enjoy a sweet treat while boosting their nutritional intake.

As of late December 2025, the story of Peekaboo Ice Cream is a fascinating case study in entrepreneurial innovation, high-stakes television drama, and the brutal realities of the CPG (Consumer Packaged Goods) market. Despite a successful appearance on *Shark Tank* and winning major industry awards, the brand's current operational status remains shrouded in mystery, with conflicting reports suggesting everything from a quiet closure to a massive, unannounced pivot. This is the deep dive into the brand that dared to put vegetables in your dessert.

The Visionary Founder: Jessica Levison's Biography and Entrepreneurial Journey

The driving force behind the vegetable-infused ice cream movement is a dedicated mother and savvy entrepreneur, Jessica Weiss Levison. Her journey from a legal career to the competitive food and beverage industry is a testament to her passion for bridging the gap between nutrition and indulgence.

  • Full Name: Jessica Weiss Levison
  • Education: BBA from the University of Michigan Ross School of Business (BBA ’02)
  • Early Career: Worked as a contract attorney and for the Legal Aid Service.
  • First Entrepreneurial Venture: Pivoted her career in 2008 to open Serendipity Creamery in Surfside, Florida, showcasing her early passion for frozen desserts.
  • Inspiration for Peekaboo: Founded Peekaboo Ice Cream in 2018, stemming from the universal parental struggle of getting her two children to eat their vegetables.
  • Role at Peekaboo: Founder and CEO. As of 2025, her LinkedIn profile still lists her in this role, despite reports of the company ceasing operations.
  • Industry Recognition: Guided Peekaboo to win the grand prize in the Real California Milk Snackcelerator dairy snack competition.

Levison’s background as a lawyer and her experience running a traditional ice cream shop gave her a unique, data-driven approach to launching a disruptive product like vegetable-infused ice cream.

The Ingenious Concept: Decadent Flavors with a Hidden Health Twist

Peekaboo Ice Cream’s unique selling proposition (USP) was its commitment to using high-quality, organic ingredients while seamlessly incorporating a full serving of vegetables into every pint. The goal was to make the vegetables completely undetectable in both taste and texture, creating a true "peek-a-boo" surprise for unsuspecting consumers. This innovative approach tapped into the growing "Stealth Health" trend, where nutritional benefits are discreetly added to indulgent foods.

The Top 5 Peekaboo Flavors and Their Secret Veggies

The brand's initial lineup featured classic, comforting flavors that cleverly masked the vegetable content:

  1. Vanilla: The creamy vanilla base concealed finely blended Zucchini, a neutral-tasting vegetable that adds volume and fiber without altering the flavor.
  2. Chocolate: This rich, dark chocolate flavor was the perfect cover for Cauliflower, which is surprisingly versatile in desserts and adds a creamy texture.
  3. Strawberry: The natural sweetness and color of the strawberry ice cream were used to hide Carrots, boosting the overall sweetness and beta-carotene content.
  4. Mint Chip: The strong mint and chocolate chunks were ideal for masking the flavor of Spinach, turning this classic dessert into a nutrient-dense treat.
  5. Cotton Candy: A more whimsical flavor designed for children, the vibrant pink color naturally obscured the addition of Beetroot.

The product was certified USDA Organic, gluten-free, and contained no GMO ingredients, appealing to the discerning modern parent.

The Shark Tank Drama: Why Jessica Levison Walked Away from a Deal

Peekaboo Ice Cream gained significant national exposure when Jessica Levison appeared on *Shark Tank* (Season 12, Episode 8). She entered the tank seeking a substantial investment of $800,000 for just 8% equity, valuing the company at $10 million.

The Sharks were visibly impressed by the product's taste, with many expressing shock that they could not detect the hidden vegetables. The company’s sales figures and innovative concept were also praised. Despite the product's success and strong pitch, the high valuation became a sticking point for many investors.

  • Kevin O’Leary’s Offer: Mr. Wonderful, known for his debt-based deals, offered $800,000 as a three-year loan at 6% interest, plus 5% equity.
  • Lori Greiner’s Offer: The Queen of QVC offered $800,000 for 20% equity, citing the risk and the need for a larger stake to justify the investment.
  • The Outcome: Levison ultimately walked away without a deal, a decision that shocked many viewers. She declined the offers, feeling that the equity stakes were too high and the terms—particularly O'Leary's stipulation for low-carb and low-fat versions—did not align with her vision for a premium, full-fat, organic ice cream. This bold move demonstrated her commitment to the brand's original, high-quality mission.

The Mysterious 2025 Status: What Really Happened to Peekaboo Ice Cream?

The most compelling and current aspect of the Peekaboo Ice Cream story in late 2025 is the conflicting information surrounding its operational status. Despite the post-*Shark Tank* boost and winning the prestigious Snackcelerator award, the brand appears to have quietly faded from the market.

Evidence Suggesting Closure:

  • Social Media Silence: Peekaboo’s social media accounts, a vital tool for any CPG brand, have been inactive since December 2021.
  • Product Unavailability: As of late 2022, the brand’s website was sold out, and products were listed as "currently unavailable" on major online retailers like Amazon.
  • 2025 Reports: Multiple updated reports in 2025 explicitly state that Peekaboo Ice Cream is "No longer in business" or "ceased operations in 2024," with its net worth estimated to have dropped significantly from its $10 million valuation.

Evidence Suggesting Ambiguity/Pivot:

  • Founder's Profile: Jessica Levison’s professional profiles, as of 2025, still list her as the active CEO and founder of Peekaboo Ice Cream, suggesting a formal closure announcement may not have been made.
  • Ongoing Industry Mentions: The brand continues to be referenced and reviewed in 2025 as a key player in the healthy indulgence and vegetable-infused food trends.

It is highly likely that, following the challenges of scaling a high-cost, premium product, Peekaboo Ice Cream has ceased retail operations. The silence and product unavailability strongly point to a quiet shuttering in late 2023 or early 2024. However, the founder's continued association with the title leaves a glimmer of hope for a potential future pivot, perhaps a licensing deal or a relaunch under a new model.

The Legacy of Hidden Veggies: Peekaboo's Impact on the Dessert Market

Whether the brand is officially closed or simply dormant, Peekaboo Ice Cream’s legacy is undeniable. It proved that the "healthy indulgence" category was viable and that consumers were willing to pay a premium for guilt-free treats.

The brand's success paved the way for other innovative players in the vegetable-infused dessert space, a growing niche in the CPG market. For instance, the concept has been explored by other brands like Smugglers Ice Cream, which has experimented with flavors containing parsnip and beetroot, and even artisan brands like Salt & Straw have launched limited-edition vegetable-flavored lines. Peekaboo was a pioneer, showing that a full serving of vegetables could be a secret ingredient in the most unlikely of places—a pint of delicious, organic ice cream.

The brand’s story serves as a powerful reminder that while innovation and a great pitch can open doors (like *Shark Tank*), the long-term success of a CPG product ultimately hinges on sustainable supply chains, distribution scale, and the ability to maintain profitability in a highly competitive freezer aisle.

The Mystery of Peekaboo Ice Cream: 7 Shocking Facts About the Vegetable-Infused Dessert and Its 2025 Status
peek a boo ice cream
peek a boo ice cream

Detail Author:

  • Name : Jaren Morissette
  • Username : armstrong.treva
  • Email : camryn.kovacek@yahoo.com
  • Birthdate : 2007-07-14
  • Address : 975 Ignatius Forks Johnsmouth, MA 00223
  • Phone : +1 (318) 599-6399
  • Company : Stamm, Moore and Maggio
  • Job : Payroll Clerk
  • Bio : Qui quia et architecto non. Rerum odio velit aut et voluptatem facere. Minima iusto at adipisci atque quasi quo sapiente ut.

Socials

instagram:

  • url : https://instagram.com/olson2005
  • username : olson2005
  • bio : Reprehenderit enim sit qui incidunt ut in. Eum nemo minus voluptatem incidunt.
  • followers : 6159
  • following : 2912

facebook:

linkedin:

twitter:

  • url : https://twitter.com/olsonh
  • username : olsonh
  • bio : Itaque est quidem deserunt. Necessitatibus molestiae delectus nemo et. Blanditiis explicabo ratione rerum dolorem. Et ducimus quos autem est ipsa dolorum.
  • followers : 6855
  • following : 786

tiktok:

Random Posts