SubSafe: Here's What Happened After Appearing On Shark Tank

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Floridians Adam and Desiree Haller enjoyed the same kinds of outdoor pursuits as many Sunshine Staters ... offshore fishing and boating, as well as long days at the beach. It's easy to imagine that they were eating plenty of Florida's unofficial state food, the Publix "Pub sub," while they were doing it! The Hallers identified a big problem: they loved bringing sub sandwiches with them for a day out, but, when dropped into a cooler in a mere plastic bag, the sandwiches inevitably ended up soggy and gross. Many maintain that deli sandwiches oftentimes taste better than homemade, but nobody's happy when a scrumptious, fully-loaded hoagie of any sort ends up waterlogged and falling apart.

The Hallers went all-in on a nifty invention they called the SubSafe: a three-piece contraption that would enclose either a 6-inch or 12-inch sub sandwich and protect it from the elements. SubSafe containers are BPA-free, waterproof, crushproof, and they even float. Even if you've mastered the best way to wrap sandwiches in plastic, there's no way they're getting to the same level of protection claimed by a SubSafe casing. 

The Hallers believed in their product so much that they invested $37,000 of their own money into the business, even selling Adam's beloved boat to raise funds. But they realized that, to take their business to the next level, they needed an investor to help them realize their dreams of more secure sandos for the world. In 2019, SubSafe appeared on Season 10, Episode 9 of "Shark Tank" looking for just that sort of assistance.

The Hallers arrived in the Tank and pleaded their case: they wanted a $50,000 investment in exchange for 13% equity in SubSafe. They offered the sharks each a SubSafe container (filled with a yummy sub) and rattled off some numbers. Margins were good on each unit, which cost a little over $2 to manufacture but sold for $17.95. What made the sharks stop short was the fact that SubSafe had only done about $40,000 in sales to date. Desiree was quick to explain that, because they'd invested everything they had in the company so far, they had little money left over for marketing, but that people who had bought it really liked the product. She also revealed that a leading nationwide sandwich chain had called her about a potential partnership.

Right away, Lori Greiner went out, citing disinterest. "Mr. Wonderful" Kevin O'Leary and Robert Herjavec waffled, expressing that they really felt drawn to SubSafe, but were both iffy on the odds of recouping their money. Meanwhile, Mark Cuban and guest shark Charles Barkley were having a sotto voce tete-a-tete on the other side of the room. The pair came up with a generous proposition: $100,000 in exchange for 25% equity, which would be split between the two. Cuban and Barkley believed that SubSafe needed a bigger investment to thrive, and that their joint interests — Barkley's in fishing, and Cuban's in marketing — could elevate the brand. The Hallers were overwhelmed and overjoyed, quickly accepting the deal.

Like RollinGreens, which took off after its appearance on Shark Tank, SubSafe was one of the lucky products featured on the show with a shark deal that actually closed successfully. When the episode of "Shark Tank" aired, SubSafe was still operating out of the Hallers' home garage. The notorious "Shark Tank effect" changed everything. By the end of 2019, SubSafe was available for sale in 800 Publix supermarkets, as well as all Wawa locations in Florida. The Hallers had a deal with ORCA coolers to create containers branded with sports team logos aimed at tailgaters who wanted a better solution to keep their picnic lunches secure. The Publix deal was briefly delayed while SubSafe built up stock. The brand found its way into Bed Bath & Beyond stores shortly after that.

The Hallers weren't content to rest on their laurels, however. In that first year after "Shark Tank," they rolled out VyroSafe biodegradable straws and partnered with restaurants and hotels local to their home in Port Orange, Florida. The straws reflected the Hallers' business commitment, which wasn't just to eliminate soggy subs. They also wanted to create solutions that were environmentally friendly. After all, SubSafe containers were meant to keep countless disposable plastic bags out of landfills by substituting a reusable product. Also in the interest of doing good for the world, SubSafe currently donates $0.50 of every SubSafe container purchase to Provision Packs, a food assistance program for children in Volusia County, Florida.

Today, SubSafe shows no signs of slowing down. Its website reveals that the company has branched out to several different types of food storage solutions, including safes for wine, snacks, square sandwiches, and even drinking ice. Salt may be the key to keeping ice cream frozen in a cooler, but, for seemingly everything else, SubSafe has a container that will safeguard your munchies while you are living an active lifestyle. You can buy a hot pink SubSafe container on Amazon and have it delivered to your door. Also on the 'Zon? The bestselling Charcuterie Safe, which is the company's take on the popular "snackle boxes" trending everywhere. With its snap-lock handles and waterproof design, your cheese, crackers, and cured meats will stay as fresh as when you put them on ice.

As per SubSafe's Facebook, the Hallers still have a business relationship with the men who helped catapult them to the next level. In March 2025, Charles Barkley filmed a clip with fellow basketball legend Shaquille O'Neal advertising the OG SubSafe. O'Neal is known for his big appetite and may not be able to squeeze a Shaq-sized Giant Sub from Jersey Mike's into a SubSafe, but maybe he uses one to store his keys and sunglasses during a day on the water. In 2023, SubSafe passed the $1 million sales milestone, proving that the vision Barkley and Mark Cuban had of the company prospering was prescient indeed.

Moving into the future, it's a safe bet that the Hallers and SubSafe will continue to embrace the beachy, tropical vibes on which the company was built. On social media, the company boasts promotions for Spring Break — the ideal time to load your cooler with subs and snacks and hit the waves! — and summer vacation, alongside sun-drenched visuals of folks at the beach and by the pool enjoying SubSafe storage solutions. Despite having coast-to-coast success, SubSafe revels in its roots, shouting out Port Orange and Daytona restaurants and breweries that the Hallers love, along with a charcuterie workshop at a local brewpub. The pair even documented providing lunch to contestants of the Miss Florida pageant. Sales and deals are frequent on socials, making this company a worthwhile follow.

As for Adam and Desiree Haller? They are still loving the outdoors, enjoying active vacations and long days in the Florida heat with their family, in between their responsibilities as busy business owners running the day-to-day operations of SubSafe. No word on social media as to whether Adam ever bought another boat, although we like to imagine that he could if he wanted to, given his company's successes. Wherever the Hallers adventure, at least they know that their sandwiches are going to stay dry and delicious!