Mid-Day Squares
Mid-Day Squares is a Montreal-based functional chocolate manufacturer (founded 2018) producing refrigerated, plant-protein chocolate squares (6g protein, 4g fiber) sold through D2C e-commerce and 8,000+ North American retail doors including Costco, Whole Foods, and Target.
- Company typePrivate
- Founded2018
- HeadquartersLachine, Canada
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Mid-Day Squares does
Mid-Day Squares is a Montreal-based, privately held functional chocolate manufacturer founded in 2018 by Jake Karls, Leslie Karls, and Nick Saltarelli. The company produces a portfolio of seven refrigerated chocolate squares positioned as "afternoon craving killers," each delivering 6g of plant-based protein and 4g of fiber per serving through a proprietary formulation combining real chocolate with pea and fava bean proteins, Jerusalem artichoke fiber, and apple cider vinegar. Products are clean-label (no preservatives, palm oil, gluten, soy, artificial sweeteners, or GMOs), vegan, and rely on Fair Trade cocoa and organic sweeteners. The 2024 No Bread PB&J line extension reduced cocoa dependency in response to commodity cost spikes.
The company operates a hybrid direct-to-consumer and wholesale model. Direct sales run through a Shopify storefront with tiered bundle pricing ($1.95-$2.29 per square across 24-, 36-, and 48-square packs) and free shipping on orders of three or more boxes in the U.S. and Canada. Wholesale distribution spans 8,000+ retail locations, with premium natural/specialty grocers (Whole Foods, Sprouts, Erewhon, Wegmans, Fresh Thyme) and the January 2025 Costco Canada launch (71 warehouses) driving over 60% of revenue from the U.S. market. Retail price points range from $1.79-$3.49 per bar depending on channel and promotion.
Brand-building relies on a social media-first, content-led motion with founder-led storytelling on Instagram and TikTok that has earned coverage in Forbes, TechCrunch, and Vogue Italia. The company has raised approximately $18.8M across four disclosed rounds (2019 seed, 2019 Quebec government, 2021 Series B, 2022 Series C) from Boulder Food Group, Harlo Equity Partners, Selva Ventures, Siddhi Capital, and the Government of Quebec. Most recently the company reported $32M in FY2024 revenue (Forbes), projecting $45M by May 2025.
Mid-Day Squares firmographics
Firmographics- Name
- Mid-Day Squares
- Legal name
- Mid-Day Squares
- Website
- https://middaysquares.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Mid-Day Squares is a Montreal-based functional chocolate manufacturer (founded 2018) producing refrigerated, plant-protein chocolate squares (6g protein, 4g fiber) sold through D2C e-commerce and 8,000+ North American retail doors including Costco, Whole Foods, and Target.
- Ownership category
- akta.pro rank
Mid-Day Squares industry classification
Industry- Product category
- Functional Confectionery / Snack Bars
- NAICS
- Chocolate and Confectionery Manufacturing (31135)
- SIC
- Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
- akta.pro secondary industries
- Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Health/Protein Snack Bars Manufacturing (AFAKAIAN), Frozen Snacks & Appetizers (CRADADAD)
Keywords
Where Mid-Day Squares is headquartered
LocationHeadquarters
- HQ city
- Lachine
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Mid-Day Squares business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer E-commerce: Online sales through company's Shopify storefront. Subscription-style recurring purchases through 12-pack bundles with tiered pricing encouraging larger orders. Orders ship within 3-5 business days.
- Retail Distribution: Wholesale revenue from retail partnerships including Costco, Whole Foods, Sprouts, Erewhon, Wegmans, Target, and independent retailers. Generating over 60% of total business from U.S. market.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 20 Day Supply - 24 Squares with $5 Shipping |
| Unit Pricing | Pay-as-you-go | 30 Day Supply - 36 Squares with Free Shipping |
| Unit Pricing | Pay-as-you-go | 45 Day Supply - 48 Squares with Free Shipping |
| Unit Pricing | Pay-as-you-go | Retail - Cookie Dough Single Bar |
| Unit Pricing | Pay-as-you-go | Retail - Peanut Butta Single Bar |
| Unit Pricing | Pay-as-you-go | Retail - Cookie Dough Bar Discounted |
| Unit Pricing | Pay-as-you-go | 12-Pack Bundle |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Mid-Day Squares product offering
Product offeringCore offering
Mid-Day Squares manufactures and sells functional chocolate square bars that combine real chocolate indulgence with 6g of plant-based protein and 4g of fiber per serving. The portfolio of seven flavors (PB&J Grape, PB&J Strawberry, Cookie Dough, Crunchy Peanut, Peanut Butta, Brownie Batter, Almond Crunch) is positioned as a refrigerated afternoon snack designed to curb the 2pm energy crash without artificial preservatives, fillers, palm oil, gluten, or soy. Products are sold in 12-pack bundles via the company's Shopify website and across more than 8,000 retail locations in North America.
Product overview
Mid-Day Squares is a Canadian-based functional chocolate company offering a portfolio of seven distinct chocolate square products sold in 12-packs. The product lineup includes No Bread PB&J (Grape and Strawberry), Cookie Dough, Crunchy Peanut, Peanut Butta, Brownie Batter, and Almond Crunch. All products are positioned as afternoon craving-killers with functional benefits including 6g plant-based protein and 4g fiber per serving. The company emphasizes clean ingredients, real chocolate, and products designed to prevent the 2pm sugar crash. The products are vegan, gluten-free, non-GMO, and made without artificial flavors, palm oil, or preservatives.
Differentiator
Problem solved
Functional benefit
Brands
- No Bread PB&J: A peanut butter and jelly bar product line that launched in 2024 as a strategic response to cocoa price volatility. Available in Grape and Strawberry flavors.
Products and services
- No Bread PB&J Grape Functional chocolate square in a no-bread PB&J grape format, designed as an afternoon craving-killer delivering 6g plant-based protein and 4g fiber per serving. Targeted at health-conscious consumers seeking a portable, clean-label alternative to sugary snacks.
- No Bread PB&J Strawberry Functional chocolate square in a no-bread PB&J strawberry format, providing sustained energy and 6g plant-based protein with 4g fiber per serving, targeted at afternoon snackers.
- Cookie Dough Functional chocolate square in cookie dough flavor containing 6g plant-based protein and 4g fiber per serving, designed to satisfy sweet cravings without the sugar crash.
- Crunchy Peanut Functional chocolate square with chocolate snap on top and peanut crunch underneath, delivering 6g plant protein and 4g fiber per serving.
- Peanut Butta Functional chocolate square featuring real peanut butter indulgence with organic peanuts and semi-sweet Fair Trade chocolate, sweetened with maple and date syrups.
- Brownie Batter Ultra-decadent chocolate brownie-batter-flavored functional square made with real chocolate and packed with fiber and plant-based protein per serving.
- Almond Crunch Functional chocolate square combining rich chocolate with crisp almond layering, providing plant-based protein and fiber for afternoon energy.
Quantifiable outcome
- Satisfied hunger and stops over-snacking with one square
- +3 more outcomes
Companies that use Mid-Day Squares
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
Mid-Day Squares technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Mid-Day Squares partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Whole FoodscoreMid-Day Squares generates over 60% of total business from the U.S. market through selective partnerships with premium retailers including Whole Foods.
Scale indicators8 records
Recent moves9 records
Expansion highlights5 records
Mid-Day Squares competitors and assessment
Company assessmentDirect peers
- Hu Kitchen: Hu Kitchen makes better-for-you chocolate bars and snacks with clean ingredients, paleo-friendly formulations, and a similar premium positioning targeting health-conscious indulgence consumers.
- Lenny & Larry's: Lenny & Larry's produces high-protein cookies and snack bars with clean ingredients, occupying a similar functional-indulgence niche targeting active lifestyle consumers.
- Unreal Snacks: Unreal Snacks offers better-for-you chocolate and snack alternatives with reduced sugar and clean ingredients, directly competing in the healthier chocolate snacking category.
- No Cow: No Cow (formerly D's Naturals) makes plant-based, high-protein bars and snacks with clean ingredients, sharing the functional-snacking positioning and D2C-to-retail growth path.
- Skout Organic: Skout Organic makes plant-based, organic protein bars and snack bars with clean ingredients, directly competing in the better-for-you functional snack category.
Broad incumbents
- RXBAR: RXBAR is a leading protein bar brand now owned by Kellanova, competing for the same health-conscious snack occasion with clean-label, high-protein bars widely distributed in mainstream retail.
- Bark Thins: BarkThins is a thin chocolate snack brand owned by Hershey's, competing in the premium chocolate snacking segment with broader distribution and corporate backing.
- Primal Kitchen: Primal Kitchen (owned by Kraft Heinz) is a leading better-for-you food brand with condiments and snacks, sharing clean-ingredient positioning and premium retail placement.
- KIND Snacks: KIND is a dominant better-for-you snack bar brand owned by Mars, Inc., setting the category standard for clean-label nut and snack bars with massive retail distribution.
Emerging players
- Compartes Chocolatier: Compartes is a premium chocolate bar brand with cult D2C appeal and retail expansion, offering comparable artisanal chocolate positioning targeting indulgence-focused consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Mid-Day Squares social profiles
Digital presenceMid-Day Squares compliance and trust
Trust signalCompliance1 record
Mid-Day Squares financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mid-Day Squares leadership team
Management profileNumber of profiles
Profiles3 records
Mid-Day Squares funding detail
Funding detailFunding overview
Funding rounds6 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mid-Day Squares M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mid-Day Squares
What does Mid-Day Squares do?
Mid-Day Squares manufactures and sells functional chocolate square bars that combine real chocolate indulgence with 6g of plant-based protein and 4g of fiber per serving. The portfolio of seven flavors (PB&J Grape, PB&J Strawberry, Cookie Dough, Crunchy Peanut, Peanut Butta, Brownie Batter, Almond Crunch) is positioned as a refrigerated afternoon snack designed to curb the 2pm energy crash without artificial preservatives, fillers, palm oil, gluten, or soy. Products are sold in 12-pack bundles via the company's Shopify website and across more than 8,000 retail locations in North America.
Is Mid-Day Squares a public or private company?
Mid-Day Squares is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mid-Day Squares founded?
Mid-Day Squares was founded in 2018. It employs 51 to 100 people.
Where is Mid-Day Squares based?
Mid-Day Squares is headquartered in Lachine, Canada, in the North America region.
How does Mid-Day Squares make money?
Two revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail Distribution.
Who are Mid-Day Squares's main competitors?
Direct peers on record are Hu Kitchen, Lenny & Larry's, Unreal Snacks, No Cow and Skout Organic. Broad incumbents are RXBAR, Bark Thins, Primal Kitchen and KIND Snacks. Compartes Chocolatier is listed as an emerging player.
Does Mid-Day Squares have an API?
No public API is recorded for Mid-Day Squares.
What industry is Mid-Day Squares in?
Mid-Day Squares's product category is Functional Confectionery / Snack Bars. Its primary akta.pro industry code is CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified), with a secondary code of CRADABAG, Snack Bars (Granola, Protein, Cereal Bars). Its NAICS code is 31135 and its SIC code is 2000.