Brand Growth Heroes

Fiona Fitz ex Nestle, Gu, Chobani, Strong Roots & More

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Brand Growth Heroes is the leading FMCG business podcast and ranks in the Top 1.5% of all podcasts globally. Food & Bev brand 'lifer' Fiona Fitz chats with the founders of wildly successful consumer brands driving transformational growth in their categories, and finds out just how they do it! This new series is supported by our partner Strong Roots: Simple, Real Food.

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Jan 26, 2023

Mid-Day Squares: How to Disrupt the $8Billion Healthy Snacking Category

Mid-Day Squares is the Canadian functional chocolate sensation that EVERYONE in the food and drink industry is talking about. Click the subscribe or 'bell' button beside Brand Growth Heroes on your podcast app to make sure you get the latest from Brand Growth Heroes podcast Follow Brand Growth Heroes on Instagram, Tiktok, Linkedin Launched in 2018, this family-led business is planning to disrupt the $8 billion dollar health bar market in the USA. But they're also disrupting what Food & Bev marketers define as best practice, in terms of approach to Social Media! Forbes 30 under 30 co-founderJake Karls talks Fiona through: * How he, his sister Lezlie and brother-in-law Nick had been 'swinging and missing' with other startups before Mid-Day Squares was conceived... * How they ended up with such a great product market fit... * How they decided on the 1 MASSIVE way the brand would 'show up' to the world... * How they built the momentum, energy, and hype that means their product is PULLED off shelf... * Why an understanding of the entertainment world - and story-telling- is so important to marketers.... * Why Jake didn’t originally want to get involved in this family business... * His pitch for the brand to 'show-up' as a blend of the best of The Kardashians, the best of Shark Tank, and the best of Elon Musk... * How to break through the biggest barrier to every F&B business - the 'Attention Barrier'... * How you need to be unapologetically yourself, even if 50% of people are going to dislike you... * The 3 things you need to tell an amazing story... * The three pillars around which the Mid-Day Squares business is organized... * How therapy has been the answer to help them run the business successfully... * How they personalized their relationship with their consumers in the early days, and how they continue to do that at scale... Want to work with Fiona? Email Fiona for a 1-1 session: fiona@fionafitzconsulting.com See how Fiona can help develop your commercial and marketing teams internally: Fiona Fitz Consulting Mid-Day Squares Instagram Mid-Day Squares Tiktok ★ Support this podcast on Patreon ★