Mid-Day Squares: Chocolate Gone Crazy
Montreal-based 'functional chocolate' startup Mid-Day Squares - which is punching above its weight in the emerging refrigerated snacking segment thanks to its grasp of social media and talent for publicity - self-manufactures its bars, which combine semi-sweet dark chocolate and on-trend ingredients such as pumpkin seeds, sacha inchi protein, maca root, hemp protein, and prebiotic fiber from Jerusalem artichoke.
Available online and in 1,500 stores in Canada, the brand is steadily gaining traction in the US with listings at retailers including Sprouts, Erewhon, and Central Market (H.E.B.), says co-founder Jake Karls (more to come in FoodNavigator-USA next week).
