Company case study
Midday Squares
Midday Squares produces a refrigerated chocolate bar that aims to fill the afternoon snack gap for adults, combining chocolate with healthy ingredients. It came up on My First Million, hosted by Sam Parr and Shaan Puri, in the episode "3 strangers showed us how they made $8M, $10M, & $40M/year" (aired August 17, 2026).
At a glance
| Podcast | My First Million |
|---|---|
| Hosted by | Sam Parr and Shaan Puri |
| Episode | 3 strangers showed us how they made $8M, $10M, & $40M/year |
| Aired | August 17, 2026 |
| Revenue and traction | Midday Squares has sold $40 million worth of chocolate bars, equating to roughly 60 bars consumed every minute over the past year. |
| Category | E-commerce |
Figures and claims are as told on the episode, summarized from the transcript. Check the date: they describe the company at the time it aired.
What the episode said
3 strangers showed us how they made $8M, $10M, & $40M/year · aired August 17, 2026 · hosted by Sam Parr and Shaan Puri
Why it works
By targeting the overlooked afternoon snack market, Midday Squares fills a niche with a product that is both indulgent and healthier, appealing to consumers looking for alternatives to standard snacks.
Founding story
The company was founded in 2018 by Nick, his wife, and his brother-in-law, after recognizing a growing trend in refrigerated chocolate and the potential for a new product.
The playbook
They focused on direct customer engagement through content marketing, hand-delivering products and creating personalized experiences to build a loyal customer base.
Also mentioned
Midday Squares faced challenges with rising cocoa prices and competition but leveraged creative marketing strategies to maintain growth, including viral moments on social media.