The secret ingredient in Karls’ vegan chocolate brand, Mid-Day Squares, is viral content. Jake Karls, along with his sister and brother-in-law cofounders, Lezlie Karls and Nick Saltarelli, star in TikTok, Instagram and YouTube videos, sharing the behind-the-scenes entrepreneurial drama. “We document and show everything— the good, the bad, the ugly of building this business,” Jake Karls says. In 2018 the Canadians cofounded Montreal-based Mid-Day Squares, adding ingredients such as artichoke powder and pea protein to produce more nutritious chocolate. Their fully automated factory can churn out 90,000 bars a day, and sales are on track to hit $17 million this year, more than double 2021’s total.

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