S01 E31: Disrupting Snacking: How Mid-Day Squares Created a Community
Thu Jan 08 2026
In this episode of SKUFood Recipes for Success, we sit down with Jake Karls, the unapologetically authentic and refreshingly relatable Co-founder & Chief Rainmaker of Mid-Day Squares, the good-for-you chocolate brand that went from a Montreal condo kitchen to tens of millions of bars sold across thousands of retail stores.
Jake brings a no-BS approach to brand building. For him, the real differentiator isn’t just product innovation—it’s human connection, consistent storytelling, and having the courage to be fully yourself in a crowded category. As Mid-Day Squares scaled from idea to retail reality, Jake played a pivotal role in building community first, leveraging radical transparency, and turning everyday snackers into loyal superfans.
Widely recognized as a rising star in business, Jake has been a finalist for EY’s Entrepreneur of the Year, landed on Forbes 30 Under 30 (Food & Beverage, 2023), and has become a familiar voice in media across North America.
In our conversation, Jake takes us through the creative and chaotic early days of the brand, how daily content evolved into a trust-building machine, and why vulnerability became their most powerful marketing strategy. We explore how the founders navigated rapid growth without compromising authenticity, how they intentionally built a movement rooted in empowerment and inclusivity, and what their journey reveals about the future of food brands that resonate on a human level.
This episode offers an inside look at how Mid-Day Squares disrupted an entire category simply by showing up as themselves.
Website: https://www.middaysquares.com/
Instagram: https://www.instagram.com/middaysquares/
Facebook: https://www.facebook.com/MidDaySquares/
LinkedIn: https://www.linkedin.com/in/jake-karls-653106ba/
LinkedIn: https://www.linkedin.com/company/mid-day-squares/
If you like what you heard leave us a comment or a review and subscribe wherever you listen to your podcasts.
If you would like to be on the show, send us an email :
peter@skufood.com or susan@skufood.com
Keep informed and up to date about the latest news in the food industry, and follow us on social media:
Join our weekly SKUFood newsletter Connect with Peter on LinkedIn Follow us on Instagram Thanks for listening!
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In this episode of SKUFood Recipes for Success, we sit down with Jake Karls, the unapologetically authentic and refreshingly relatable Co-founder & Chief Rainmaker of Mid-Day Squares, the good-for-you chocolate brand that went from a Montreal condo kitchen to tens of millions of bars sold across thousands of retail stores. Jake brings a no-BS approach to brand building. For him, the real differentiator isn’t just product innovation—it’s human connection, consistent storytelling, and having the courage to be fully yourself in a crowded category. As Mid-Day Squares scaled from idea to retail reality, Jake played a pivotal role in building community first, leveraging radical transparency, and turning everyday snackers into loyal superfans. Widely recognized as a rising star in business, Jake has been a finalist for EY’s Entrepreneur of the Year, landed on Forbes 30 Under 30 (Food & Beverage, 2023), and has become a familiar voice in media across North America. In our conversation, Jake takes us through the creative and chaotic early days of the brand, how daily content evolved into a trust-building machine, and why vulnerability became their most powerful marketing strategy. We explore how the founders navigated rapid growth without compromising authenticity, how they intentionally built a movement rooted in empowerment and inclusivity, and what their journey reveals about the future of food brands that resonate on a human level. This episode offers an inside look at how Mid-Day Squares disrupted an entire category simply by showing up as themselves. Website: https://www.middaysquares.com/ Instagram: https://www.instagram.com/middaysquares/ Facebook: https://www.facebook.com/MidDaySquares/ LinkedIn: https://www.linkedin.com/in/jake-karls-653106ba/ LinkedIn: https://www.linkedin.com/company/mid-day-squares/ If you like what you heard leave us a comment or a review and subscribe wherever you listen to your podcasts. If you would like to be on the show, send us an email : peter@skufood.com or susan@skufood.com Keep informed and up to date about the latest news in the food industry, and follow us on social media: Join our weekly SKUFood newsletter Connect with Peter on LinkedIn Follow us on Instagram Thanks for listening!