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Jake Karls: Building a snack empire with personality

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Jake Karls is not just co-founder of Mid-Day Squares, he’s the brand’s loudest and most passionate storyteller. Known for his raw, high-energy posts, he blends business lessons with behind-the-scenes chaos from scaling a CPG company. Jake’s presence is unapologetically bold, which makes him one of the most entertaining and authentic founders on LinkedIn today.

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1. Who he is

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Jake Karls co-founded Mid-Day Squares, a Canadian snack brand that’s become a cult favorite in the better-for-you chocolate category. From starting in 2018 with a small team, he has helped scale the company to 10K stores and over 60 million bars sold. He doesn’t just share wins — he documents the grind of packaging changes, retail pitches, and factory setbacks. Jake’s role goes beyond operations; he’s the face of the brand, delivering lessons in entrepreneurship with charisma and honesty. His story is one of hustle, family-driven partnership, and the belief that transparency builds stronger brands.

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2. A network of heavyweights

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Jake’s orbit connects him with major retailers like Walmart, Costco, and Whole Foods, along with big distribution players such as Albertsons. He’s also on the radar of media outlets like NBC News, Entrepreneur, and Natural Products Insider, which amplify his voice in the CPG world. Add to that a circle of entrepreneurs, investors, and food industry leaders, and it’s clear Jake has a seat at every important table in consumer goods. His credibility is reinforced by these relationships, proving he’s not just building a company but also shaping the industry conversation.

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3. Why people listen

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People tune in to Jake because his content feels more like a documentary than a highlight reel. He uses humor, honesty, and sometimes vulnerability to connect with his audience. Whether it’s a post about his grandmother selling bars at Costco or a breakdown of sales growth, he always makes it relatable. Jake’s posts aren’t just about Mid-Day Squares. They’re about what it really takes to build something from scratch, which resonates with entrepreneurs and everyday consumers alike.

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4. Authenticity that resonates

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Jake’s Favikon Authenticity Score is 100/100, a perfect mark that reflects how natural his presence feels online. His posts are filled with personal anecdotes, unfiltered photos, and business insights that avoid the fluff of generic motivational quotes. He balances authority as a CPG leader with relatability, often poking fun at himself or celebrating small wins. This mix of personality and professionalism makes him one of the most trusted voices in his niche.

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5. Numbers that back it up

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Jake has grown his LinkedIn following from 35K to nearly 60K with a steady, organic trajectory. Engagement quality is strong, with industry leaders and peers weighing in on his posts rather than empty likes. His Influence Score ranks him in the Top 1% on LinkedIn Canada and in the Top 5% for Chocolate & Candies worldwide. Posting consistently about business milestones and lessons, he maintains a rhythm that keeps his community invested in the journey.

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6. Collaborations that matter

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Jake’s impact extends beyond LinkedIn into real-world collaborations with major retailers like Walmart, Target, and Costco. He’s been featured in entrepreneurial media such as Entrepreneur and Muscode, and his brand continues to partner with distributors across North America. Every collaboration reinforces his dual role as a CPG innovator and authentic storyteller.

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7. Why brands should partner with him

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Partnering with Jake makes sense because he embodies authenticity while speaking directly to both consumers and industry leaders. Possible collaborations include:

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• Thought leadership campaigns on entrepreneurship and brand-building

• Speaking engagements at retail and food industry events

• Co-created content showcasing real behind-the-scenes growth stories

• Product validation through his trusted, transparent voice in the CPG space

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8. Why he's relevant in 2025

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In 2025, the consumer goods industry faces unprecedented competition and shifting consumer expectations. Jake’s approach, blending brand transparency with high-energy storytelling, reflects where the market is heading. Audiences crave authenticity, and Jake delivers it while building a snack brand that proves you don’t need traditional playbooks to succeed. His relevance comes from showing that storytelling isn’t just a marketing tactic, it’s the foundation of modern consumer trust.

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Conclusion: Redefining Sweet Success

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Jake Karls is more than a founder; he’s a movement in the CPG space. His fearless content, strong retail partnerships, and perfect authenticity score make him a standout voice in business and branding. Whether you follow him for entrepreneurial lessons or simply for the entertainment, Jake leaves a lasting impression. In a space full of polished success stories, he shows what building a company really looks like — messy, bold, and unforgettable.

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