Brand Growth Heroes26 Tammi 2023

Mid-Day Squares: How to Disrupt the $8Billion Healthy Snacking Category

Mid-Day Squares is the Canadian functional chocolate sensation that EVERYONE in the food and drink industry is talking about.

Click the subscribe or 'bell' button beside Brand Growth Heroes on your podcast app to make sure you get the latest from Brand Growth
Heroes podcast

Follow Brand Growth Heroes on Instagram, Tiktok, Linkedin

Launched in 2018, this family-led business is planning to disrupt the $8 billion dollar health bar market in the USA.

But they're also disrupting what Food & Bev marketers define as best practice, in terms of approach to Social Media!

Forbes 30 under 30 co-founderJake Karls talks Fiona through:

How he, his sister Lezlie and brother-in-law Nick had been 'swinging and missing' with other startups before Mid-Day Squares was conceived...
How they ended up with such a great product market fit...
How they decided on the 1 MASSIVE way the brand would 'show up' to the world...
How they built the momentum, energy, and hype that means their product is PULLED off shelf...
Why an understanding of the entertainment world - and story-telling- is so important to marketers....
Why Jake didn’t originally want to get involved in this family business...
His pitch for the brand to 'show-up' as a blend of the best of The Kardashians, the best of Shark Tank, and the best of Elon Musk...
How to break through the biggest barrier to every F&B business - the 'Attention Barrier'...
How you need to be unapologetically yourself, even if 50% of people are going to dislike you...
The 3 things you need to tell an amazing story...
The three pillars around which the Mid-Day Squares business is organized...
How therapy has been the answer to help them run the business successfully...
How they personalized their relationship with their consumers in the early days, and how they continue to do that at scale...

Want to work with Fiona?
Email Fiona for a 1-1 session: fiona@fionafitzconsulting.com
See how Fiona can help develop your commercial and marketing teams internally: Fiona Fitz Consulting

Mid-Day Squares Instagram
Mid-Day Squares Tiktok

Tämä jakso on lisätty Podme-palveluun avoimen RSS-syötteen kautta eikä se ole Podmen omaa tuotantoa. Siksi jakso saattaa sisältää mainontaa.

Jaksot(128)

Why TrueStart Coffee Chooses Profitable Growth Over Scale | Founder Helena Hills

We don't often hear about Challenger brands that are PROFITABLE...So let's do it! *** Find out more about the NEW Brand Growth Heroes September Sprint 4 week programme just launched June 2026 - applic...

23 Kesä 37min

AF Drinks | How to Scale a Non Alc Challenger Brand in the USA

Most challenger founders assume international expansion should happen in neat, logical steps. New Zealand → Australia → UK → US. But Lisa's view was different, and that's why it's so interesting: In f...

9 Kesä 50min

Mother Root's £16M Secret Growth Equation | Bethan Higson & Alice Gallsworthy

In this episode of Brand Growth Heroes, I’m joined by founder Bethan Higson and Alice Gallsworthy of Mother Root. Get this: Mother Root is already the UK’s number one non-alcoholic spirit brand in ter...

26 Touko 35min

World Leading US Brand Expert | Why We've Got 'Brand Community' All Wrong

In this episode, I’m joined by digital strategist Sara Wilson, who coined the term “digital campfires” in Harvard Business Review, to explore why community is becoming one of the most important growth...

12 Touko 41min

How Citizens of Soil Is Reinventing Olive Oil

In this week’s episode, I’m joined by Sarah and Michael Vachon, the founders of Citizens of Soil, one of the most exciting challenger brands in food and drink right now. We explore how they are transf...

28 Huhti 51min

Female Founder Leadership | Emma Woods, Chair of Ancient+Brave, ex CEO of wagamama

Today, I’m joined by Emma Woods, Chair of Ancient+Brave, ex CEO of wagamama, and one of the most experienced growth leaders I know.Emma has done the full journey - Unilever, high-growth markets in Mex...

14 Huhti 42min

BOSH!’s Challenger Brand Playbook: Founders Henry Firth & Ian Theasby

This week, I’m joined by Henry Firth & Ian Theasby, the founders of BOSH!, to explore how an audience-first approach helped them build one of the most recognisable plant-based consumer brands in the U...

31 Maalis 39min

How MOTH is Mixing Up Cocktail Category Rules | Rob Wallis, Moth Premium RTD Cocktails

Want a deliciously sharp lesson in brand growth, category creation and how challenger brands can win by bringing new shoppers into tired categories rather than fighting for share at the bottom shelf? ...

17 Maalis 37min