How Freestyle Snacks Won Over The 'Sharks'

She made olives fun — and the "Sharks" noticed. Nikki Seaman, the founder and CEO of Freestyle Snacks, landed a $300K deal on "Shark Tank" after turning her pandemic frustration over shuttered olive bars into a modern snack brand.

In this episode, Nikki explains how she disrupted the "trusty but dusty" olive aisle with bright packaging, tantalizing flavors, and convenient, brine-free pouches. Bootstrapped and profitability-focused, Freestyle has grown strategically. The brand is now sold in over 5,000 stores, including Whole Foods, Target and Central Market, and is also carried on Delta flights.

Nikki also shares how Freestyle recently expanded into pickles through a data-driven collaboration with Whole Foods, and how the brand's viral TikTok buzz, combined with a disciplined retail-first approach, has fueled growth with the perfect mix of insight, agility and joy.

Show notes:

0:25: Nikki Seaman, Founder & CEO, Freestyle Snacks – Nikki chats about her experience on "Shark Tank" before she talks about the inspiration behind Freestyle Snacks and her desire to create a cleaner, more convenient way to enjoy marinated olives. She shares the brand's distribution footprint and expansion plans for 2026, and also how Freestyle secured its partnership with Delta. Nikki discusses the brand's social media presence, especially on TikTok, and how it has been key to building awareness and driving trial, aided by smart strategies on TikTok Shop. She emphasizes the brand's disciplined, bootstrap approach and why she has largely avoided institutional capital, instead relying on angel investors while focusing on profitability and efficient growth. Nikki also explains why rejecting early advice to stay online-only in favor of prioritizing retail presence has helped position Freestyle Snacks as a future household name for olives and pickles.

Brands in this episode: Freestyle Snacks, Whisps