In this episode of the Built Different series, Mid Day Squares founder Jake Karls shares the story behind the Montreal-based brand on a mission to transform the afternoon snacking moment with refrigerated bars that are as functional as they are delicious. When industry voices said their product was impossible to scale, the team refused to back down, building their own facility from the ground up and ultimately reaching a production capacity of 150,000 bars daily. Jake highlights the brand's relentless innovative spirit, from developing a creative "no bread PBJ" platform in response to spiking cocoa prices to launching a social media reality show that gives consumers an authentic, behind-the-scenes look at the journey and builds a deep emotional connection with the brand.