The company, called Gatsby Chocolate, appeared on Friday's season premiere of ABC's "Shark Tank." The appeal for Gatsby Chocolate was evident — lots of people have a sweet tooth, and a candy bar with less calories but "no compromise on taste" sounds like a no-brainer. But for Lori Greiner and guest shark Candace Nelson, founder of Sprinkles Cupcakes, it just didn't fit. While Lori entertained that notion, for a 25% stake, Cuban balked: "My brand is too big to be the face of the brand," the billionaire said. "Specifically, we're actively looking into 'Gatsby Chocolate: The good for you bar,' after discussing with Mark and Lori, so be on the lookout!"

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Persons: Mark Cuban, Doug, Ryan Bouton, Ryan, Gatsby, Lori Greiner, Candace Nelson, Sprinkles, Greiner, Nelson, Kevin O'Leary, O'Leary, Daymond John, Z, Lori, they'd, Cuban, Ryan couldn't, We're, Mark, we're Organizations: Walmart Safeway, Cuban, CNBC