Neil Thomson | Laid Back Snacks

In this episode I chat with Neil Thomson, co-founder of Laid Back Snacks—a brand that’s redefining what it means to snack smarter. 

I’ve been a longtime fan of their trail mixes and nut blends, so it’s only fitting that we finally get a chance to sit down and talk about how they’ve built a business that’s all about balance—nutrition meets indulgence, fun meets functionality. 

From e-commerce beginnings to grocery shelves across Canada (and soon in the US), Neil and his team have navigated the snacking space with a clear vision: to make healthier choices easy, delicious, and, well… laid back.

In this conversation, we talk about the challenges small brands face when competing with big food companies, and what it really takes to scale in a crowded category. 

Neil shares how Laid Back Snacks evolved beyond its initial direct-to-consumer model, why their 80/20 nutrition philosophy resonates with consumers, and what being B Corp certified means to them. 

Plus, he gives us a sneak peek into their innovation pipeline (and his personal snack obsession).

To learn more about everything that Neil and his team are making for snackers like us, and everything they’re doing to be a sustainable food company, go to www.laidbacksnacks.com. 

Here's a summary of this interview: 

Redesigning the Food System – Neil emphasizes the need for more opportunities for small food brands, as big food companies dominate with entrenched relationships and deep pockets. He advocates for a carve-out to allow smaller brands room to grow.

Laid Back Snacks’ Approach – The brand creates fun and nutritious snacks with an 80/20 philosophy: 80% healthy ingredients, 20% indulgence (e.g., dark chocolate or exotic flavors). Originally e-commerce focused, they expanded into traditional retail for better scalability.

Personal Favourites – Neil’s current favourite snack is the Honey Habanero mix, though he admits to over-consuming it. His kids love dried mango. Corwin praises the praline almonds as a standout product.

Why Start a Snack Brand? – After business school, Neil wanted to merge his passion for food with entrepreneurship. He saw a gap in fun, healthier snacks in grocery stores and was inspired by a UK snack subscription company.

Brand Philosophy & Name – "Laid Back Snacks" reflects trust and simplicity. Neil wanted to create a brand that eliminates the stress of analyzing nutrition labels and encourages mindful, relaxed snacking.

B Corp Certification & Sustainability – Neil's experience in investment banking left him wanting to build a values-driven business. B Corp and climate-neutral certifications help Laid Back Snacks stand out in a crowded market while reinforcing their commitment to social and environmental responsibility.

Retail & Distribution Strategy – The brand sells through their website, Amazon, Costco.ca, and non-traditional retailers like SportChek and Indigo, in addition to grocery chains like Whole Foods, Thrifty Foods, and Safeway.

Future Growth & Product Innovation – They aim to expand into Costco US, tailoring flavors to regional preferences. Neil is open to pushing boundaries with bold flavors, like garlic-infused snacks, and wants to balance expansion with maintaining their existing successful lineup.

Consumer Engagement & Brand Loyalty – Neil sees direct-to-consumer sales as an advantage for testing new products. He values first-party data to gauge consumer interest before committing to large-scale retail launches.

Final Thoughts on Brand Differentiation – Laid Back Snacks aims to build a strong, authentic connection with consumers through thoughtful product development, sustainability efforts, and a fun, engaging brand experience.