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Mid-Day Squares: How to Disrupt the $8Billion Healthy Snacking Category
Manage episode 353547331 series 2820831
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Mid-Day Squares is the Canadian functional chocolate sensation that EVERYONE in the food and drink industry is talking about.
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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
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