Episode Summary: How Mid-Day Squares Disrupted Snacking Through Storytelling
Podcast: B2B Breakthrough Podcast
Host: Sierra Christo
Guest: Jake Carls, Co-Founder and Chief Rainmaker of Midday Squares
Release Date: June 24, 2025
1. Introduction to Jake Carls and Midday Squares
The episode begins with an enthusiastic introduction of Jake Carls, the Co-Founder and Chief Rainmaker of Midday Squares. Jake shares his unconventional role, emphasizing his passion for storytelling and community building over traditional marketing approaches.
Notable Quote:
Jake Carls [00:54]: “I'm 31 years old. I started a chocolate bar company with my sister and my brother-in-law with the idea to become one of the most trusted afternoon brands in the better-for-you snacking space.”
2. Embracing the Direct-to-Consumer (D2C) Model Through Storytelling
Jake elaborates on how Midday Squares leveraged the D2C model to build brand awareness and foster a loyal community. By offering affordable samples and personalizing customer interactions with handwritten notes, the company created meaningful touchpoints that resonated emotionally with consumers.
Notable Quote:
Jake Carls [03:59]: “We created this D2C component where we sold samples for 25 cents. It wasn’t about losing capital on the product; it was about getting serious customers to try it and engage with our story.”
3. Transitioning from D2C to Retail While Maintaining Storytelling
As Midday Squares grew, Jake discusses the strategic shift from a purely D2C approach to incorporating retail distribution. This transition allowed the brand to reach a broader audience by making their products accessible in local stores, thereby enhancing visibility and credibility.
Notable Quote:
Jake Carls [08:59]: “Our D2C driven almost 30% of our business and it's never going to go away. Retail allowed us to touch a lot of people who might not buy directly online.”
4. Building Community Through Local Engagement
Jake highlights the importance of building community on a city-by-city basis. By engaging with local creators, participating in community events, and tailoring marketing efforts to each city's unique culture, Midday Squares cultivated deep, localized support that fueled nationwide and international expansion.
Notable Quote:
Jake Carls [07:15]: “We went city by city, built local awareness, worked with local creators, and supported community events. This grassroots approach built depth and loyalty.”
5. Designing Packaging to Reflect Brand Storytelling
The conversation shifts to the visual aspects of the brand. Jake credits his sister, the Creative Director, for designing distinctive packaging that stands out on shelves by blending elements from other industries like fashion and beauty. This unique packaging aligns with the brand’s vibrant and bold storytelling strategy.
Notable Quote:
Jake Carls [17:04]: “Our packaging looks more like a shoebox, blending elements from fashion and beauty. It’s sexy, fun, and different from traditional food packaging, reflecting our bold values.”
6. Overcoming Manufacturing Challenges with In-House Production
Jake shares the hurdles faced in manufacturing their unique chocolate bars. After numerous challenges with third-party manufacturers who couldn’t replicate their product, the team invested in building their own manufacturing line in Montreal. This decision preserved product integrity and became a pivotal part of their authentic storytelling.
Notable Quote:
Jake Carls [19:03]: “We chose to build our own factory to maintain our product integrity. It was the hardest thing we've ever done, but it allowed us to keep innovation alive and enriched our storytelling with real adversities.”
7. The Power of Authentic Storytelling and Vulnerability
A significant portion of the discussion emphasizes the role of authenticity in storytelling. Jake explains that sharing both successes and struggles humanizes the brand, fostering a deeper emotional connection with consumers. This transparency differentiates Midday Squares in a crowded market.
Notable Quote:
Jake Carls [13:04]: “Stories are useless without vulnerability. By showing the good, the bad, and the ugly, we relate to consumers on a human level, making our brand authentic and trustworthy.”
8. Managing Burnout and Sustaining Entrepreneurial Energy
Jake candidly discusses his experience with burnout due to the relentless demands of entrepreneurship. He underscores the importance of self-care, taking breaks, and listening to one’s body to maintain long-term productivity and passion for the business.
Notable Quote:
Jake Carls [23:03]: “I had a real burnout two and a half years ago. Taking 42 days off to recharge was crucial. Entrepreneurship is filled with hardship, and knowing when to rest is essential to keep going.”
9. Future Goals: Scaling and Sustaining Growth
Looking ahead, Jake outlines Midday Squares' objectives to expand production capacity, reach $100 million in trailing twelve months, and continue building a robust team. He emphasizes the importance of innovation and maintaining authentic storytelling as the brand scales.
Notable Quote:
Jake Carls [30:37]: “Our three-year plan includes expanding our production line, reaching $100 million in sales, and building a team that allows us to sustain and grow without solely relying on the founders.”
10. Final Advice and Closing Thoughts
In concluding the episode, Jake offers valuable advice to entrepreneurs: trust your instincts, block out external noise, and stay true to your vision. He encourages business owners to focus on authentic storytelling and community building as keys to long-term success.
Notable Quote:
Jake Carls [33:25]: “If you’re building a business, trust your gut and block out the noise. Authenticity and staying true to your vision are what set you free and drive success.”
Conclusion:
This episode of the B2B Breakthrough Podcast provides an in-depth look into how Midday Squares harnessed the power of storytelling and community engagement to disrupt the snacking industry. Jake Carls’ insights on authentic marketing, overcoming operational challenges, and maintaining passion amidst growth offer valuable lessons for entrepreneurs aiming to create meaningful and sustainable businesses.
Connect with Midday Squares:
Visit Midday Squares or find their products at various retailers in the refrigerated section. Follow their journey and join the community to experience firsthand the impact of authentic storytelling in the B2C landscape.