Laiki - Extra Crispy, Extra Crunchy!
In a world where ingredient lists read like science experiments, Pradeep Akkunoor set out to prove that less is more. As the Founder and CEO of LAIKI, he envisioned a snack that was simple, nutritious, and free from the guilt that often accompanies processed foods. The result? A perfectly crunchy, unapologetically minimalistic cracker that satisfies from the first bite to the last. LAIKI’s philosophy is straightforward: food should be real, recognizable, and rewarding. With just a few carefully chosen ingredients, these crackers have not only captured the taste buds of health-conscious consumers but also garnered top industry accolades, including the SOFI Gold Award—the food industry's equivalent of an Oscar—and the SEIFT Disruptive Snack of the Year Award. But what does it take to challenge an industry built on excess and artificial additives? In this conversation, Pradeep Akkunoor shares his journey with Delivery Rank, the philosophy behind LAIKI, and how he’s setting a new standard in the snack aisle—one deliciously simple crunch at a time.
What inspired you to create a cracker with such minimal ingredients, and why was it important for you to make simplicity the cornerstone of Laiki’s philosophy?
The inspiration for LAIKI came from a moment of curiosity and discovery during my travels in Thailand. Growing up in India, rice was a staple in my life—something familiar, comforting, and foundational. But when I encountered black and red rice in Thailand, it was a revelation. These weren’t just different in color; they were packed with antioxidants and nutrients that I hadn’t fully appreciated before. I was intrigued, and I started asking myself: how could I bring this to more people in a way that’s accessible and enjoyable?
At the time, I noticed that the snack aisle was overflowing with options—many of them loaded with artificial flavors, preservatives, and ingredients you couldn’t pronounce. I’d pick up a bag of crackers or chips and see a laundry list on the back, and I’d think, “Why does a snack need all this?” It felt disconnected from what food should be: simple, honest, and good for you. That’s when the idea hit me—to create a cracker that strips away the noise and gets back to the essentials. Rice, oil, salt—nothing else. That became the heartbeat of LAIKI.
Simplicity isn’t just a gimmick for us; it’s a philosophy. I believe food should be transparent—you shouldn’t need a decoder ring to understand what you’re eating. It’s about trust between us and the people who enjoy our crackers. Plus, with fewer ingredients, you let the natural goodness of the rice shine through. It’s a way to honor the farmers who grow it and the consumers who choose it. That’s why simplicity is non-negotiable for LAIKI—it’s our promise to keep things real.
Laiki Crackers stand out for their unapologetically simple recipe. How did you balance maintaining simplicity while ensuring the crackers are both nutritious and delicious?
Balancing simplicity with nutrition and taste was a challenge I welcomed. The beauty of black and red rice is that they’re naturally nutrient-dense—full of whole grains, fiber, and antioxidants like anthocyanins, which give them their vibrant colors. So, the nutrition part was already baked into the raw material, if you’ll pardon the pun. We didn’t need to add a bunch of extras to make them “healthy”—the rice itself does the heavy lifting.
The real trick was the flavor and texture. With only three ingredients—rice, oil, and salt—you don’t have a lot of room to hide. Every element has to pull its weight. We spent a lot of time perfecting the process: how the rice is milled, how it’s lightly fried in palm fruit oil, and how much salt brings out the natural nuttiness without overpowering it. The texture was huge for us too—I wanted that airy, satisfying crunch that makes you reach for another one. It’s not enough to be nutritious; it has to be something you crave.
We tested endlessly to get it right. I’d sit with my team, crunching through batch after batch, asking, “Does this feel like a treat? Does it hold up on its own?” We didn’t want a “cardboard” health cracker—those exist already. We wanted something delicious that just happens to be good for you. The simplicity forced us to be obsessive about quality. High-quality rice, sustainably sourced oil, and the right pinch of sea salt—that’s the magic. It’s minimal, but it’s mighty.
Your goal was to set a higher standard for the snack industry. What gaps did you see in the market, and how does Laiki address them?
When I looked at the snack industry, I saw a couple of big gaps. First, there was this divide between “healthy” snacks and “tasty” snacks—like you had to pick a side. On one hand, you had these ultra-processed options full of flavor but lacking substance. On the other, you had health-focused products that felt like a chore to eat. I thought, “Why can’t we have both?” LAIKI bridges that gap by proving you don’t need a long ingredient list to make something crave-worthy and nutritious.
Second, I saw a lack of transparency and inclusivity. So many snacks were off-limits for people with allergies or dietary needs—gluten, nuts, dairy, you name it. And even if they were “free” of those things, they’d compensate with additives or fillers. I wanted LAIKI to be a snack for everyone: gluten-free, vegan, allergen-free, FODMAP-friendly, kosher—you don’t have to read the label to know it’s safe. That’s a higher standard: inclusivity without compromise.
Finally, the industry wasn’t talking enough about where ingredients come from. Consumers care about that now, and they should. LAIKI addresses this by being upfront about our sourcing and keeping it sustainable. We’re not just filling a gap; we’re raising the bar for what a snack can be—simple, delicious, and responsible.
With minimal ingredients at the core of Laiki, how do you ensure ethical sourcing and sustainability in your production process?
Ethical sourcing and sustainability are non-negotiable for us, especially with so few ingredients. Each one has to be impeccable. Our rice comes from small-scale farmers in Thailand, where I’ve spent a lot of time building relationships. “Laiki” means “farmers market” in Greek, and that’s the spirit we live by—knowing the people who grow our rice, ensuring they’re paid fairly, and supporting their communities. It’s a human connection across continents.
The palm fruit oil we use is sustainably sourced from small farmers in southern Thailand. We’re careful to work with suppliers who prioritize regenerative practices and avoid deforestation. It’s not just about checking a box; it’s about making sure our footprint is light and our impact is positive. Even our packaging reflects this—we’ve designed it to be minimal yet functional, reducing waste where we can.
It’s a lean supply chain, which fits our philosophy. Fewer ingredients mean fewer moving parts, so we can keep a close eye on every step. Sustainability isn’t an add-on for us; it’s built into how we operate.
With simplicity as your foundation, are there plans to expand into new products or categories that align with Laiki’s philosophy?
Absolutely, we’re always dreaming about what’s next, but we’ll never stray from our core. Simplicity is our North Star, so any new product has to live up to that. We’ve already introduced flavors like Cheddar and Truffles and Pepper, keeping the ingredient count low, while adding subtle and delicious taste. The response has been incredible, and it’s shown us there’s room to play within our framework.
Looking ahead, I’d love to explore other rice-based snacks or even different formats—maybe a bite-sized version or something that pairs perfectly with dips. We’re also thinking about how to bring LAIKI’s ethos to new categories, like breakfast or on-the-go options, but always with that minimal, nutritious, delicious DNA. The goal is to keep innovating without overcomplicating things—staying true to who we are while giving our fans more ways to enjoy LAIKI. It’s an exciting time, and we’re just getting started.
That’s my take on LAIKI’s journey and where we’re headed. Thanks for letting me share it with you!
To read more about Laiki, please visit https://laikicrackers.com/