Reported from published coverage, the podcast’s episode notes, investor materials and company announcements. This is not an original interview. Funding figures are company-reported; retail availability varies by location.
London Lazerson built an audience by making people stop scrolling. Final Boss Sour asks them to do something even easier to recognize on camera: take a bite and try to keep a straight face.
For the Utah creator known online as @londonlaz, the company represents a bigger change than a new sponsorship. He is a cofounder of a snack brand with its own characters, product releases and retail ambitions. The performance now has something physical behind it. A viewer can become a customer, and a good idea has to survive beyond the feed.
Before the millions, a very quiet summer
The breakthrough did not arrive on schedule. As Jacob Swanson reported in Utah Business in July 2022, Lazerson posted 100 comedy pieces to Instagram over 100 days in 2019. He imagined finishing with 100,000 followers. His account grew from about 800 to 1,200.
He tried again on TikTok in March 2020, committing to three videos a day for a month. That effort brought 100,000 followers; by December, he had reached 2.5 million. His Kevin McCallister impersonations became a signature, alongside experiments that treated everyday objects as material for a stunt.
The commercial education happened alongside the comedy. Utah Business described Lazerson using LinkedIn to develop relationships with companies, including Utah’s Built Bar. He was learning to sell the ability to earn attention, then applying that ability to somebody else’s product.
That history makes the next chapter more interesting. The creator who once struggled to find an audience eventually had to decide what he wanted that audience to make possible.
Build something that can outgrow the face
The episode notes for Lazerson’s March 2026 appearance on The HotStart VC Podcast describe a deliberate move away from the demands of daily personal posting toward building Final Boss Sour. They also outline a revealing choice: the brand would develop an identity beyond his face.
Its dried-fruit products, escalating sourness and recurring flavor drops give people something to react to without needing to know the founder first. In the podcast’s account, monthly releases became a way to invite new customers into the brand, while the product itself supplied a visible, shareable reaction.
That is where Lazerson’s creative experience fits. A sour face communicates almost instantly. There is a setup, a moment of anticipation and a payoff. The snack can generate its own little scene every time somebody opens a bag.
The transformation is in what that scene serves. A creator’s instincts can help introduce a product, while the product gives the audience a reason to return after the joke is over.
Three founders, one very strange candy aisle
This is a team story. Investor GFR Fund identifies James Hicks, Tommy Riggs and Lazerson as Final Boss Sour’s cofounders. Its company profile traces the business to Hicks and the Science startup studio, with Riggs bringing experience from that operation and Lazerson bringing his background in creative direction and viral content.
The brand’s arcade styling makes that partnership legible: real fruit meets a cartoon challenge. There is a world to enter and a level to attempt. The packaging does some of the storytelling before a camera even turns on.
The Utah connection is Lazerson’s creator story. Final Boss Sour itself describes the company as Los Angeles-based, a distinction worth keeping clear as his work reaches beyond the state.
The next test is on the shelf
In a July 17, 2026 announcement, Final Boss Sour reported a $4 million strategic funding round, bringing its stated total raised since its October 2023 launch to $12 million. New investors included Evolution VC Partners, The Angel Group and Mondelēz International’s SnackFutures Ventures.
The announcement outlined expansion into seven major retail chains, with some launches still planned for fall. At the time of this article, the brand’s own store locator lists availability at select Walmart and 7-Eleven locations. Plans and completed distribution are different milestones; both show why this chapter involves more than follower counts.
Shelf space introduces another kind of audience. Some shoppers will recognize London. Others will simply notice the bag, take the challenge and decide whether they want another one.
That is a compelling next act for a Utah creator: making something people can discover without a biography attached. The persistence that carried Lazerson through an underwhelming first summer now has a different assignment—helping turn a memorable reaction into a lasting business.
Certified dope, in our book.