Emily O'Brien
| Emily O'Brien | |
| Nationality | Canadian |
|---|---|
| Occupation | Entrepreneur, advocate |
| Known for | Founder and CEO of Comeback Snacks |
| Website | comebacksnacks.com |
Emily O'Brien is a Canadian entrepreneur, the founder and chief executive officer of Comeback Snacks, a purpose-driven snack company she conceived while serving a federal prison sentence as a first-time offender.[1][2] The idea for the popcorn brand took shape inside the facility, where women around her created their own popcorn recipes from ingredients available on the food budget, and the company she launched after her release pairs those flavour inspirations with a social mission.[2]
O'Brien is an advocate for prison reform and second-chance hiring, and Comeback Snacks employs people with justice-system experience as part of its stated goal of reducing stigma around prior convictions and supporting reintegration through training, empowerment, and education.[1][3] She appeared as a panelist at the 2026 White Collar Conference in a session on rebuilding a career after a justice journey.[1]
Career
Incarceration and company origins
O'Brien went to prison as a first-time offender, describing herself as entering determined to change and to make a difference.[2] About a month into her sentence she noticed that women at the facility made their own popcorn recipes, treating popcorn as an inexpensive, creative blank canvas that stretched a tight food budget and was shared over conversation and games.[2] The company concept, in her telling, came together at once: quality ingredients, unique flavours partly inspired by prison recipes, and a social mission tied to second chances.[2]
Comeback Snacks
Comeback Snacks is a Canadian company selling gourmet popcorn under the tagline "Popcorn so good, it's criminal," with a bestseller lineup that includes salted chocolate caramel and double-coated caramel varieties.[3] The brand markets itself with the motto "Everyone deserves a comeback," and its stated mission is to raise awareness for second chances and to work with organizations focused on reintegration initiatives.[3][2] O'Brien also makes her story and advocacy available through public speaking.[3]
Advocacy
Through the company and her public platform, O'Brien advocates second-chance hiring, arguing that giving people with criminal records the opportunity and confidence to gain and keep employment reduces reoffending and makes communities safer.[2][1] At the third annual White Collar Conference, held virtually on October 10, 2026, she was a featured panelist in a discussion on rebuilding a career after a justice journey.[1]
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