[Sweets and Snack Series] Revolutionizing the Snacking World Against All Odds With Jake Karls

Jake Karls is Co-founder and Chief Rainmaker of Mid-Day Squares, a Montreal-based functional chocolate company known for its bold transparency and viral storytelling. After early ventures in fitness and fashion, he found his niche in brand building and community engagement. Since launching Mid-Day Squares with his sister and brother-in-law, Jake has helped scale the company to produce over 90,000 bars daily and achieve multimillion-dollar revenues. Recognized on Forbes' 30 Under 30 list, he champions authenticity and emotional connection as the keys to modern entrepreneurship.

In this episode…

Launching a new food product is already a challenge, but doing so in a saturated market like snacks, with refrigerated items that require special handling, makes it even more difficult. Entrepreneurs often encounter skepticism, limited shelf space, and high operational costs, particularly when trying to differentiate themselves with bold branding and unconventional strategies. So, how can you grow a disruptive food brand without compromising product integrity, consumer trust, or scalability?

Jake Karls, an expert in community-driven brand building and marketing, outlines how he and his co-founders tackled these challenges through relentless storytelling, unfiltered transparency, and unapologetic self-belief. He emphasizes the importance of building a fan base rather than just a customer base, capturing early momentum by personally delivering samples and gathering feedback. He also shares actionable strategies like leveraging content for trust-building, securing unconventional financing, investing in manufacturing infrastructure, and leaning into therapy to strengthen co-founder dynamics and leadership.

In this episode of the Inspired Insider Podcast, Dr. Jeremy Weisz interviews Jake Karls, Co-founder of Mid-Day Squares, about building a disruptive snack brand from scratch. Jake dives into creating brand loyalty through storytelling, taking risks like owning manufacturing, and dealing with crises like a potential recall. He also discusses mental health in entrepreneurship, redefining success, and how dancing with a boombox helped land investors.