Snickle Fritz

Snicklefritz

Parent company	Phat Panda
Industry	Cannabis
Founded	2014, “Snicklefritz” Branding launched in 2025
Founder	Robert and Katrina McKinley
Products	Cannabis Flower
Areas served	U.S.A, Canada
Website	snicklefritzcannabis.ca

Snickle Fritz, also called Snicklefritz, is a Canadian-based cannabis company that specializes in flower. The company advertises itself from a nostalgic perspective. From their website: “You remember those ounces you used to get in college? We’re bringing that back. Now would be a good time to go dig out that homemade gravity bong you hid under your parents’ porch.”

Their products are both economical and noted for quality. Their product line is limited to several strains, all with Snicklefritz in their title. Each strain is different in its intended usage, allowing users to choose based on the experience they’re looking for.

Overview

Snicklefritz is an offshoot of its parent company Phat Panda, which was founded in 2014 by Robert and Katrina McKinley. What began as a small 30-person operation has now stretched into a large corporation with 550 employees and counting.

According to the HeadSet data, the Snicklefritz brand itself, though younger and smaller than other Phat Panda product lines, generated more than $1 million in sales in 2024. Snicklefritz flower can be purchased in dispensaries across Canada.

History

Bob McKinley founded the company in 2014 with his wife, Katrina McKinley. Bob McKinley’s background was in marketing. Their large grow operation is located in a 100,000 square foot warehouse-style building in Spokane, Washington, where their cannabis products are cultivated, harvested, processed, packaged, and shipped to retail stores across the country.

Their products have been circulating in the Washington state area since 2015. Phat Panda has expanded into other markets through partnerships and acquisitions, including with companies like Snicklefritz. Beginning with an investment of $3 million, the company has grown into one of the biggest cannabis brands in the world.

From the very beginning, McKinley was focused on providing an affordable alternative to price-prohibitive products that were circulating in Washington at the time Phat Panda was founded. McKinley says, “When I did my original business model, I did it at $1200 a pound for flower.”

The questions on his mind were could his brand survive at that price point and could the market support it? Early brands in the legal cannabis space charged nearly $20 a gram in the Washington area. McKinley entered the marketplace at approximately $8 per gram.

Their goal was fast growth, which they achieved immediately. McKinley says that he went right to dispensaries asking them what price point they wanted to be at. According to him, they responded that if they could buy wholesale at $5 a gram, they would be able to move everything quickly. McKinley immediately met them where they were at, which allowed him to distribute their products quickly at dispensaries all over the state.

Differentiation Beyond Price

McKinley says, “We were also the first big indoor grower to have product for lots of stores at once.” In the beginning, the company specialized exclusively in unprocessed flower and pre-rolled products.

From there, they quickly became one of the first cannabis cultivation companies to generate $1 million per month in sales. This tremendous growth has allowed them to be one of the biggest cannabis producers in the state of Washington.

Phat Panda specializes in a wide variety of products, including cannabis flower, pre-rolls, vapes, and edibles, while the Snicklefritz brand itself consists primarily of affordable flower. There is a wide variety of products available under the Phat Panda label.

McKinley describes his approach to market domination as similar to that of products used in grocery stores. He says, “We look at ourselves as a cornerstone brand in your retail shop. We’re a Kraft or Kellogg’s, a key cog to your success. If we’re in your store, we are going to dominate and take 15 to 20% of your retail sales. It’s inevitable. That’s how many people will come and ask for it. It’s why we have 90 stores on our waiting list. So many people go into stores asking for our products, and we can’t service them all.”

Sustainable Cultivation

Phat Panda products are cultivated with respect for sustainability. In a 2017 interview, owner Robert McKinley claims to spend more than $10,000 a month on predator insects alone.

Organic farming is an important component of Phat Panda’s cultivation methods. Not only does it preserve plant health, but it also reflects the desires of a consumer base that wants safely cultivated products free of the health and environmental risk factors common to indoor farming.

Pest management through natural predators is a strategy often called “integrated pest management.” The idea is to naturally introduce “garden beneficials.” Insects that naturally feed on pest bugs. This allows Phat Panda to maintain healthy plants without an overreliance on harmful chemicals, which could compromise the flavor and safety of their products.

Phat Panda Sales Figures

Parent company Phat Panda remains one of the primary cannabis cultivators in the legal USA market. The owners’ self-described ambition to be the Baskin-Robbins of pre-rolls (a goal they pursue in both quantity of options—they have more than 20 flavors available—and “market domination”).

Pre-rolls continue to be one of their leading products. Their most popular strains are the OG Chem pre-roll and Banger’s Golden Pineapple pre-roll, neither of which are specifically manufactured by the Snicklefritz line.

Snicklefritz Strains

Snicklefritz currently features 3 branded strains. Though separate from Phat Panda’s other product lines, Snicklefritz flower prioritizes affordability and quality.

Snicklefritz Hybrid

The Snicklefritz hybrid strain is all about balance. Neither overly stimulating nor prone to inspiring “couch locking” behaviors, its design focus is on moderation. Hybrid fans typically report experiencing an optimal combination of physical stimulation and mental relaxation.

The Snicklefritz hybrid strain ranges in THC potency from 25-30%. It consists of more than 3% terpenes.

Commercially available quantities come in 3.5 grams, 7 grams, or 28 grams.

Snicklefritz Indica

Snicklefritz Indica is designed to facilitate a naturally relaxing experience. Optimized for stress relief, the ad copy describes it as “Dank, hard, resin-filled nugs practically begging to be stuffed into a bowl or paper. This stuff will have you melt into your couch.”

Because Snicklefritz Indica can have a sedating effect, it is best used in the evening, particularly to assist with stress reduction and sleep enhancement.

Its THC potency is between 25-30% with more than 3% terpenes, and it can be purchased in quantities of 3.5,7, or 28 grams. There are also 14-gram quantities available in Ontario.

Snicklefritz Sativa

Snicklefritz Sativa is currently the brand’s most popular strain. It is designed to produce an energetic high. Users describe it as “uplifting.” The Snicklefritz website warns that you might be inclined to “Run a marathon to get more.”

Snicklefritz Sativa has a THC potency rating of 25-30% with more than 3% terpenes. It can be purchased in 3.5, 7, or 28 gram quantities.

Buyers in Ontario can purchase Snicklefritz Sativa in 14-gram quantities.

Frequently Asked Questions

What is Snicklefritz and how is it different from other cannabis brands?

Snicklefritz is a Canadian-based cannabis company. They specialize in affordable, quality flower with a nostalgic marketing approach. The brand’s parent company, Phat Panda, is also noted for its commitment to quality products available at an affordable price.

What strains does Snicklefritz offer?

Snicklefritz currently features three branded strains. Snicklefritz Hybrid is designed to deliver a balanced effect and might be used day or night to deliver an experience that is both bright and relaxing.

Snicklefritz Indica is more relaxing by design. It is best used when productivity is not required.

Snicklefritz Sativa is the brand’s most popular strain. It delivers an energetic effect that can be enjoyed during the day. All of their strains feature 25-30 THC potency and 3% terpenes.

Where can I purchase Snicklefritz products?

Snicklefritz flower is available in dispensaries across Canada. Specific quantities vary by province. Products are available in 3.5g, 7g, and 28g quantities in Manitoba. Additionally, there are 14g options for the Indica and Sativa strains available in Ontario.

What is the relationship between Snicklefritz and Phat Panda?

Snicklefritz is an offshoot of parent company Phat Panda.  Phat Panda was founded in 2014 by Robert and Katrina McKinley. While Phat Panda offers a wide variety of cannabis products, Snicklefritz focuses specifically on affordable flower and concentrates.

How does Phat Panda ensure sustainable cultivation practices?

Phat Panda uses integrated pest management. By investing heavily in predator insects, they can control pest populations naturally. This organic approach to farming maintains plant health while delivering safer products to consumers.

What makes Phat Panda’s pricing strategy unique?

Phat Panda entered the market at around $8 per gram when competitors charged nearly $20 per gram. By offering wholesale prices at $5 per gram, they enabled dispensaries to move products quickly and achieved rapid market penetration.

How successful has Phat Panda become in the cannabis market?

Phat Panda has grown from a 30-person operation to over 550 employees, generating over $1 million monthly in sales. They’ve become one of the biggest cannabis producers in Washington State, with the Snicklefritz brand alone generating over $1 million in July 2025.