Barley Labs won’t be making a Super Bowl commercial cameo.

The Durham startup was one of four finalists in a contest sponsored by Intuit. The winner gets a commercial during the third quarter Sunday’s big game. 

The Associated Press reported Thursday that the winning company is GoldieBlox, an Oakland, Calif.-based company that makes blocks and other toys to teach girls about engineering. Intuit will pay for the commercial that by some estimates will cost $4 million. Intuit wouldn’t say what it spent on the ad.

One requirement of the competition was the winner be able to meet the increased demand for its products that can follow a widely seen commercial. The Super Bowl audience is estimated at more than 100 million.

GoldieBlox, which already sells to Toys R Us and 1,000 specialty stores in the U.S. and Canada, is prepared for an order surge, owner Debbie Sterling says. It has hired a company to help with shipping and has signed up with a second factory in China, where its toys are made.

But all is not lost for Barley Labs, which was launched last year by co-owners Theresa Chu and Scott Beaudry. The company, which makes treats from recycled barley from Full Steam Brewery as well as cheese treats from Cultured Cow Creamery, has already seen a spike in business just from being a finalist.

“In just 11 weeks, we went from having our treats in 14 retailers in two states to 20 retailers in six states,” Chu and Beaudry wrote on their blog.

The duo also has been working aggressively to gear up for increased business. Chu told WRALTechWire that they have talked about acquiring manufacturing space and securing finance to fund a larger operations.

Barley Labs will still get its 30 seconds of fame, just not during the Super Bowl, and perhaps a further business boost.

The company said it won a commercial spot just for being among the top four finalists. That commercial will air sometime later this year.

While disappointed with the choice, Beaudry and Chu said the entire experience has been a remarkable experience.

“So while we may not have won the ‘big game’ spot, this two person and one dog team has gotten so much more: a remarkable community of dog and beer lovers across the country who we can now call our family; a business that continues to grow at a pace we never expected; and a massive step closer to realizing our dream of making a living doing what we love,” they wrote.