Behind the Brand
Freestyle Snacks was founded by Nikki Seaman, a former management consultant with a huge passion for the food and beverage industry. Having worked alongside industry veterans during her time at large food and beverage companies like PepsiCo and Whisps, Nikki started to wonder which categories in the grocery store were ripe for disruption. As an olive fanatic, Nikki had frequented the olive bar at her grocery store, but one day found that it had been shut down due to the COVID pandemic. When she went to look for olives on the shelf, Nikki was extremely underwhelmed; the packaged olives came in dull cans or jars with murky water and didn’t meet her standards for taste. She knew that she could do better.
Nikki quit her job and dove headfirst into reimagining the sleepy olive category. She tasted over 50 different olive varieties from 6 different countries before settling on the perfect hand-harvested Greek olives. She packaged her fresh, EVOO-marinated olives in resealable pouches without any liquid, making them a convenient and portable snack, and developed packaging designs that resonated with modern consumers. Nikki and the Freestyle Snacks team continue on their mission to reinvent the historically uninspired olive category and shift consumer perception, one Greek olive at a time.