In a standout episode of Shark Tank Australia, former MasterChef finalist Heather Day returned to television with something new, an artisan butter brand called Hey Day Butter. She wasn’t just selling a product; she was sharing a vision: to bring gourmet, chef-quality flavored butter to every Australian home.
Heather’s pitch caught the Sharks’ attention. With flavors like rosemary garlic and chocolate cinnamon, and with a goal of entering major grocery chains, she seemed poised for success. But what happened after the show? Did the deal with Naomi Simson take off? Is Hey Day Butter still in business in 2025?
Let’s explore the full story, starting with the net worth.
Hey Day Butter Net Worth in 2025
As of 2025, Hey Day Butter is no longer in business. At its peak, we can estimate its net worth based on the business’s performance and the Shark Tank deal. Below is a calculated estimate using plausible assumptions for a small-scale artisanal food business:
Revenue Estimate:
- Average Unit Price: $6.50 per 200g tub (based on typical pricing for artisanal butter in Australian markets, as referenced in Sydney Morning Herald)
- Estimated Units Sold Annually: ~20,000 tubs (based on local market sales and limited production capacity)
- Estimated Annual Revenue: $6.50 × 20,000 = $130,000 AUD
Profit Margin Estimate:
- Estimated Cost per Tub (COGS): $3–$4 (accounting for ingredients, packaging, and labor, typical for small-batch dairy products)
- Net Profit Margin: ~35% (after production, retail cuts, and marketing, aligned with industry benchmarks for small CPG businesses; Investopedia)
- Annual Profit Estimate: $130,000 × 0.35 = $45,500 AUD
Valuation Estimate:
Using a 2x profit multiplier, common for small-scale CPG food businesses, the estimated valuation at its peak was approximately $45,500 × 2 = $91,000 AUD. This aligns with the $50,000 deal Heather accepted from Naomi Simson for 33% equity, which valued the company at approximately $151,500 AUD during the Shark Tank Australia pitch. In 2025, with the business closed, its net worth is effectively $0 AUD.
The MasterChef Spark That Lit the Fire
Heather Day wasn’t new to the kitchen spotlight. She made it to the Top 10 in MasterChef Australia in 2016. After her elimination, she returned home to the Adelaide Hills and started experimenting with homemade butter in her kitchen.
She wasn’t just making plain butter. She began flavoring it, first for fun, then as a serious venture. Her rosemary and garlic butter became a local favorite at Adelaide markets. Soon, she added seasonal flavors like cinnamon-currant and brandy butter for holidays.
This passion project quickly became something bigger-Hey Day Butter.
The Shark Tank Pitch: A High-Stakes Gamble
On Shark Tank Australia, Heather pitched her butter business asking for $50,000 in exchange for 25% equity. The Sharks were instantly intrigued by her product and backstory. But they also questioned scalability.
Steve Baxter was harsh but honest. He crunched the numbers and said the current output wouldn’t make more than “hundreds of dollars” without massive growth.
Andrew Banks and Janine Allis believed Heather was the brand, not just the butter. They urged her to think bigger: a media presence, cookbook, and lifestyle brand.
Naomi Simson, however, saw potential and offered $50,000 for 33% equity. Heather accepted.
RELATED: Naomi Simson
The Challenges Behind the Creamy Dream
Although the Shark deal looked like a win, scaling a food brand is never easy especially one that’s fresh, dairy-based, and handmade.
Heather faced three big challenges:
- Production Limits: Without a proper manufacturing facility, she couldn’t ramp up beyond local demand.
- Cold Chain Logistics: Butter needs careful storage, which made national distribution expensive.
- Time and Capacity: Heather still worked part-time at Howard Vineyards to pay bills.
She later revealed that she was still in the “hobby phase” of her business, juggling logistics, supply sourcing, and hand-making butter on weekends.
Why Hey Day Butter Shut Down
Despite strong early momentum, Hey Day Butter quietly closed down by early 2024. There was no dramatic announcement just a slow fade on social media and online sales channels.
Here’s what likely led to the closure:
- Limited production scalability
- High operating costs vs. narrow margins
- Personal capacity constraints
- Shifting business priorities toward Heather’s broader personal brand
In the end, Heather chose not to scale Hey Day Butter nationally. Instead, she leaned into what the Sharks said, she was the brand, not just the butter.
Heather Day’s Pivot: A Brand Beyond Butter
Taking the Sharks’ feedback to heart, Heather likely began exploring content creation, food blogging, and recipe development. While specific evidence of a new website or eBooks is unavailable, her culinary background and the Sharks’ advice suggest she may have pursued a broader food lifestyle brand centered around her voice, recipes, and charm.
Could Hey Day Butter Have Scaled Nationally?
Absolutely, but it would’ve required a big leap.
To go national, Heather would have needed:
- A butter processing facility to produce at scale
- Cold-chain logistics and warehousing
- Supermarket partnerships and trade promotions
- More capital and a dedicated operations team
Heather admitted she wasn’t ready to hand off production to a commercial facility. That decision helped preserve quality—but it also limited her brand’s reach.
📊 If you were a Shark, would you have invested in Hey Day Butter?
Public Reaction: Why People Still Remember Hey Day Butter
Hey Day Butter remains a memorable Shark Tank pitch due to Heather’s emotional and authentic presentation. Her vulnerability, ambition, and warmth made her stand out, as evidenced by ongoing interest in her story.
That emotional imprint is why her pitch remains one of the most talked about foodie episodes from Shark Tank Australia.
Final Thoughts
Hey Day Butter may not be on shelves today, but its story offers valuable lessons for any aspiring entrepreneur:
- Start with passion, but prepare for scale.
- Be the brand, especially in lifestyle or food ventures.
- Growth takes more than a great product. It needs structure, logistics, and support.
- Listen to feedback, even when it’s tough.
Heather Day showed Australia that even if the product doesn’t last, the impact of a well-told story can endure.
RELATED: Things You Should Know About Shark Tank that every entrepreneur’s dream TV show
TL;DR
Hey Day Butter was a short-lived gourmet butter brand that gained attention on Shark Tank Australia. Despite a promising pitch and a deal with Naomi Simson, the company eventually shut down with its peak estimated net worth reaching around $90,000 AUD.
FAQs
Is Hey Day Butter still in business in 2025?
No, Hey Day Butter is no longer in business as of 2025. The brand gradually shut down operations after its Shark Tank appearance due to scaling challenges.
What happened to Hey Day Butter after Shark Tank?
After receiving a deal from Naomi Simson on Shark Tank Australia, Hey Day Butter experienced a brief sales spike but eventually closed down. Founder Heather Day pivoted toward a broader food and lifestyle brand.
What was Hey Day Butter’s net worth at its peak?
Hey Day Butter’s estimated net worth at its peak was around $90,000 AUD, based on revenue projections and profit margin analysis from available public data.
Who is Heather Day?
Heather Day is a former MasterChef Australia finalist and the founder of Hey Day Butter. She later became a food blogger and recipe creator after her appearance on Shark Tank.
Did Heather Day’s deal with Naomi Simson go through?
Heather accepted Naomi Simson’s offer of $50,000 for 33% equity on Shark Tank. However, there are no public updates confirming if the deal was finalized after filming.