This Mission’s Just Right

Daniel Schreiber (BA ’07) sends Goldy’s cereal around the Moon and back again

While plenty of Wilfrid Laurier University alumni have successfully started new businesses, not everyone can say they’ve launched a product into space.

“It’s a once-in-a-lifetime achievement and a memory we will never forget,” says Daniel Schreiber (BA ’07), co-founder of Goldy’s, whose cereal was selected by the Canadian Space Agency (CSA) to fly around the Moon on the Artemis II mission in April 2026.

More than a year before the Artemis II mission, the CSA reached out to Schreiber and his business partner and long-time best friend, Daniel Carson, as part of their food selection process.

“They were looking for something that had specific characteristics: it had to be Canadian, it had to be very lightweight, it had to be nutrient dense, it had to have a very long shelf life and it had to be easy to prepare,” Schreiber says.

The CSA tested multiple batches of Goldy’s to make sure the cereal contained all the nutrients an astronaut would require – since there are no grocery stores on high Earth orbit. “We checked all the boxes and passed the objective requirements,” Schreiber says. Then, Canadian astronaut Jeremy Hansen chose the strawberry lavender flavour for his first mission into space.

Schreiber and Carson were at the Kennedy Space Center to witness the launch of the Integrity spacecraft. The experience was “unreal, surreal and humbling,” he says.

“What I expected to be a very noisy and boisterous event was just crickets,” Schreiber says. “You have thousands of people standing in literal silence, just staring up into the sky.

“When it goes up, you expect it to just go straight up and disappear into space. But it goes up and then it starts curving,” Schreiber explains.  “It’s not that they’re turning the spaceship. It’s that the Earth is rotating away from the spaceship. It gives you a physical manifestation of being on a rock floating through space. It makes you feel so small.”

The Goldy’s brand is based on the story of Goldilocks and the Three Bears. Schreiber says that while his passion for business was sparked by Assistant Professor Laura Allan at Laurier, it was Carson’s creativity that convinced him to jump into this venture.

“Carson’s always had this idea, like ‘why don’t we have a porridge branded Goldy’s? The fairytale is so fitting to the brand, why is nobody doing this?’” Schreiber says.

Toward the end of 2022, the best friends found themselves ready to lean into the Goldy’s idea. 

“We were able to get the trademark registered for the word Goldy’s and the phrase ‘this one’s just right,’” Schreiber says. “That phrase, even more than the name, is an incredible thing to be able to own in consumer goods because half the battle is done. We don’t have to teach people what ‘this one’s just right’ means and what emotional chord that should strike for them. That recognition is inherently there.”

Once they were developing the cereal, Schreiber and Carson realized they were their own best customers. With a total of six kids under the age of 10 between them, they were building on their experience of meeting the need for an easy and healthy breakfast every morning. 

The cereal’s trip into space sparked new interest and visibility for the Goldy’s brand, which has led to scaled up production and distribution, stronger certifications, a brand redesign and a Walmart launch in August 2026.

“Goldy’s is so fulfilling, and it’s very fun,” Schreiber says. “And my kids love it.”