Standing out through storytelling

NielsenIQ’s Founders Series dives into the many facets of launching a successful CPG brand, from perfecting the product to getting on shelves and scaling production. In this video, NielsenIQ’s Andrew Criezis talks with Mid-Day Squares co-founder Jake Karls about the chocolate bar brand’s secrets to success.

In 2018, Jake partnered with his sister and brother-in-law to create a nutritious chocolate bar that tastes great—but without the sugar crash. At the same time, they launched a reality show about entrepreneurship showing consumers the complete journey of starting a business—the challenges, emotions, and behind-the-scenes work founders face.

Investing in the relationship between partners has been a vital part of their success. “Choosing family members as partners may seem easier or more comfortable, but problems can arise later on if they are not a good match,” says Karis. “You need to pick partners who are the best fit for working with you.”

Learn how a strong partnership and even stronger storytelling led the start-up to 100% year-over-year growth and opened the door to retail distribution.