Krax of Pops Cookies: Family, Flavor, and the New York Grind!

Krax of Pops Cookies: Family, Flavor, and the New York Grind

In an industry finally stepping into the light, few names still echo with the weight of the underground. One of those names is Krax. For more than two decades, he’s moved with quiet force—evolving from a behind-the-scenes operator into a licensed entrepreneur helping define New York’s new era. His journey is raw, rooted in legacy, and powered by purpose.

Queens-Born, Family-Built

Raised in Queens, New York, Krax’s relationship with the plant began at home. His father, growing in the backyard long before legalization was even a conversation, unknowingly planted the seeds for what would become Krax’s life path.

“I remember finding old pictures of my dad tending plants in the backyard,” he says. “At the time, I didn’t really get it. Later on, I was like—‘Oh, this is where it all started.’”

Krax’s start didn’t come from some big investor or a flashy launch. It came from leftover shake—what most people throw away. He used it to bake edibles and branded them in honor of his father: Pops Cookies.

“I had all this leftover shake, so I started baking,” he recalls. “My dad used to make cookies too. I called them Pops Cookies. Simple.”

What began as a small, family-rooted hustle evolved into Real Pop Cookies, a brand known for its quality and authenticity. Securing a license brought his legacy into the legal spotlight—and cemented his place in the space.

Datz Deli: From the Block to the Culture

Krax didn’t stop with cookies. He co-owns Datz Deli, a Queens-based eatery launched by his partner Joshua Dat and his family. What began as a neighborhood deli quickly became a cultural hub—famous for mashups like Jamaican beef patties stuffed with mac and cheese.

With three NYC locations—Jamaica, Queens, 69 Clinton Street on the Lower East Side, and 245 W 46th in Times Square—Datz Deli has drawn viral attention. It’s been featured on The Kelly Clarkson Show, Joe Budden’s podcast, CNBC, Shade 45, and more. Celebs like Chris Rock, Q-Tip, and Michael B. Jordan have all come through.

“It’s not just about food,” Krax says. “It’s about taking a strong concept and pushing it to its full potential. That’s the same energy I bring to everything.”

Legalization in NY: New Rules, Same Vision

With legalization in New York, Krax watched the scene change overnight.

“I didn’t think it would happen this fast,” he says. “New York was strict for so long. Now, it’s wild to see how far it’s come.”

Still, he’s not swept up in the hype. He’s focused on helping legacy brands transition into the legal space—without losing their soul.

The Grind Never Sleeps

What sets Krax apart is his grind. Beyond Cookies and Datz Deli, he runs a printing company, producing labels and packaging for some of the biggest names in and out of the industry.

“It’s about building something that lasts,” he says. “I want the people I came up with to have something too. This is about rewriting the story for those who’ve always been part of it.”

Along the way, he’s had a hand in shaping brands like Packwoods, Zizzle, To The Moon, and others.

Introducing DatzPackz: The Next Chapter

Now, he’s launching a new line: DatzPackz—a cannabis brand under the Datz umbrella. Leading with premium disposable pens made with real cannabis terpenes, the focus is on clean quality and flavor that hits.

“We’re not just making products—we’re using them too,” Krax says. “So it has to be the best.”

The first wave of pens includes:

Distillate with real cannabis terpenes
Live Resin
Live Rosin

Exclusively launching at Sweetlife (Upper East Side) and Silk Road (Jamaica, Queens).

Legacy in Motion

Krax isn’t chasing trends—he’s building blueprints. His story is one of evolution, not ego. From backyard roots to licensed brands, from Queens kitchens to Times Square, from underground culture to mainstream respect, Krax keeps the movement grounded in authenticity.