How lifelong friends built a better-for-you breakfast brand
It was in Grade 3, in 1991, that Daniel Carson and Daniel Schreiber first met at elementary school in Thornhill, Ont. The two became inseparable and their friendship continued through decades—from high school to graduating from university and starting their first careers. Schreiber joined his family business, a candle and chafing fuel company for foodservice. Carson took an entrepreneurial turn, running a character education and bullying prevention company for students before launching into experiential events and brand activations. The two also welcomed their first kids: Carson in 2015 and Schreiber in 2019. (Both would eventually grow their families to have three kids each.)
After COVID hit, Carson and Schreiber found themselves at a crossroads. Schreiber had exited his family business in 2019 to focus on parenting. Operating his events company at the time, Carson watched the world grind to a halt. Both were eager for a new creative venture and the potential to start a business together.
Inspiration struck in the winter of 2022. Carson, an early riser, was in charge of breakfast for his family. “I was looking for something that was quick, convenient and healthy but, more importantly, tasted really good,” he explains. This prompted him to develop an instant chia seed pudding that everyone in his family loved— his kids included. Carson brought his recipe to Schreiber and the two saw the potential to turn the chia seed formulation into a breakfast brand. They named it Goldy’s, after the well-loved fairy tale, Goldilocks and the Three Bears.
READ: Move over, protein. What’s driving the fibre craze?
With Schreiber’s experience in distribution and Carson’s affinity for storytelling and brand marketing, the duo hit the ground running. By March of 2023, they incorporated their business and partnered with District Ventures Kitchen— a shared commercial kitchen and food incubator backed by Arlene Dickinson— to develop their first line of products. They marketed them as a super seed cereal made with chia seeds, pumpkin seeds, hemp seeds and buckwheat with no added sugar. It could be made into an instant pudding, but also added into smoothies, yogurt, baked goods or eaten on its own.
Meanwhile, the pair learned everything they could about running a consumer packaged goods business—something neither had done before. Schreiber worked on the venture full time while Carson continued to run his events business part time. “During the 12 months of 2023, I describe it as going to CPG university,” Schreiber jokes. “It cost us well into the five figures to go to that university and learn the ropes.”
Their perseverance paid off. By the beginning of January 2024, the duo had six super seed cereal flavours ready to hit the market, including Blueberry Ginger and Salted Cocoa. Schreiber was in charge of getting the products to store shelves. “I drove to all the grocery stores in our area, knocked on the door, introduced myself and sold it, sold it, sold it!” Schreiber explains. They also began making inroads at major grocers, which led to two national launches: Whole Foods Market at the end of 2024, and Sobeys, through its local program early the following year.
READ: Canadians taking a back-to-basics approach to healthy eating
While their super seed cereal was selling well, the entrepreneurs saw an opportunity to expand their lineup to include oatmeal. “There is almost no alternative choice for a truly better-for-you oatmeal on the shelf,” Schreiber explains. They formulated four flavours of instant oatmeal that were sweetened with organic date powder, along with seeds and real freeze-dried fruit.
Adding a second product line further accelerated Goldy’s growth. It launched in Metro in the summer of 2025, followed by Longo’s later that year. A third product line of protein oatmeal was introduced in early 2026—the product is made using fava bean protein isolate for 10 grams of protein per serving.
This past January, Carson stepped back from his events business to focus on Goldy’s full time. That leap yielded great results. The brand reached new heights, quite literally. Astronaut Jeremy Hansen selected Goldy’s as a menu item for the Artemis II mission in April. Goldy’s also launched in 400 Walmart Canada stores in August, which puts their total store count at about 1,150.
Looking ahead, Goldy’s is developing new formats for healthcare and foodservice environments as well as a larger bag of conventional oats.
Carson and Schreiber feel grateful to be operating Goldy’s together as best friends. “Honestly, it feels good,” Carson says. “It’s super rewarding.” Schreiber echoes Carson’s sentiments. “It’s really nice to know that the person you’re working with knows you intimately,” he adds. “They know your life and your background and your past experiences and what makes you tick. It’s invaluable.”
This article was first published in Canadian Grocer’s August 2026 issue.
