Mid-Day Squares — Can They Actually Satisfy Sugar Cravings, and at What Cost?

Mid-Day Squares is the brand that took social media and the chocolate world by storm by turning chocolate making into a reality TV show.

Sued by the Hershey Company and hated by the other three chocolate giants, Mid-Day Squares aims to deliver healthier chocolate bars that taste just like regular bars but have less sugar, more fiber, and plant-based protein.

Instead of perfect melt-in-your-mouth marketing, the raw and honest behind-the-scenes is entertaining to watch. The flavor is supposedly just as good as a regular chocolate bar, but keeps you full all afternoon. Are Mid-Day Squares really the perfect pick-me-up snack for balancing health and taste and curbing sugar cravings?

What are Mid-Day Squares?

Mid-Day Squares is a healthier chocolate brand co-founded by Lezlie Karls, her husband Nick Saltarelli, and her brother Jake Karls. Lezlie dreamed of creating a healthier, functional chocolate bar that does not lack taste and even rivals the big four chocolate companies. The whole thing started in their kitchen and is now a multimillion-dollar company.

They are labeled as functional chocolate squares designed to satisfy your (midday) cravings and keep you satiated due to the fiber and plant-based protein. Each square is supposed to keep you full between meals and be perfect on the go, for travel, work, the gym, or any time you want a healthier sweet. All products are certified non-GMO, fair trade, kosher, vegan, gluten-free, soy-free, and dairy-free, making them suitable for most people.

Currently, Mid-Day Squares come in five flavors:

• Peanut Butta
• Cookie Dough
• Crunchy Peanut
• Brownie Batter
• Almond Crunch

@middaysquares The snacking industry needed a bit of a shake up #middaysquares #entrepreneurship #startup #smallbusiness ♬ original sound - Mid-Day Squares

Nutritional breakdown: are Mid-Day Squares healthy?

Mid-Day Squares are made from whole foods and so-called ‘clean’ ingredients. The precise calories (160–170) and macros vary by flavor. Each square has 6 g of protein and 4 g of fiber.

Let’s break down the main ingredients present in all flavors:

Dark chocolate:

• Fair trade cocoa butter
• Fair trade cocoa powder
• Organic coconut sugar
• Salt

Organic sugars:

• Organic maple syrup
• Organic tapioca syrup
• Organic molasses
• Some flavors add organic coconut sugar, apple juice concentrate, or date-based sweeteners

Protein sources:

• Organic fava bean protein
• Organic carob protein
• Organic pea protein (all except Cookie Dough)

Fat sources:

• Olive oil
• Fair trade cocoa butter
• Coconut oil (Crunchy Peanut)

Fiber and textural add-ins:

• Organic Jerusalem artichoke powder
• Organic rice bran extract (all except Crunchy Peanut)

Other:

• Organic apple cider vinegar
• Water

Flavor-specific ingredients

Flavor	Cookie Dough	Crunchy Peanut	Peanut Butta	Brownie Batter	Almond Crunch
Ingredients	Organic apple juice concentrate Organic carob protein Organic cashew butter Organic okra powder	Organic peanuts Organic date powder Organic apple juice concentrate Organic prune juice concentrate Organic hazelnut butter Organic cashew butter Organic okra powder	Organic peanuts Organic prune juice concentrate Organic date syrup Organic hazelnut butter	Organic cherry juice concentrate Organic date syrup Organic gluten-free oat flour	Organic almonds Organic sorghum flakes Organic gluten-free oat flour

I asked Avery Zenker, a Registered Dietitian with a Master's in Nutrition, to comment on the nutrition of Mid-Day Squares. She has given an in-depth commentary:

Mid-Day Squares are a moderately balanced snack that contains nutrient-dense ingredients, but they’re not a health food per se. Mid-Day Squares states that its goal is to satisfy sweet cravings, and it appears to meet that goal well. They’re low in carbohydrates, at only 7 grams of net carbs. They contain a moderate amount of sugar for a snack bar, at 5 grams. This may be enough sweetness to help satisfy sweet cravings without contributing excess sugar. Their fat content is moderate, and much of it comes from whole-food ingredients like nuts. They contain 4 grams of fiber, which helps slow the impact of carbohydrates on blood sugar. Fiber also helps support digestive health and microbiome balance. They have 6 grams of protein, which isn’t substantial, but can be appropriate for their purpose. The combination of fiber, protein, and low carbohydrates helps promote stable blood sugar, energy levels, and satiety, while reducing energy crashes, cravings, and fatigue.

Avery Zenker

The bars are also free of cholesterol, trans fat, artificial colors and sweeteners, preservatives, refined grains, and seed oils, and are low in sodium.

On the flip side, Avery highlights, “Mid-Day Squares are high in saturated fat, which likely comes primarily from the cocoa butter in chocolate. Excessive saturated fat intake is associated with adverse health outcomes like cardiovascular disease and type 2 diabetes. That said, research suggests that the type of saturated fat in chocolate, stearic acid, may actually be beneficial for cardiovascular health compared to other sources of saturated fat.”

Clearly, the research is inconclusive, and it would be best to talk with your doctor if you have cardiovascular risks of type 2 diabetes.

All in all, Mid-Day Squares are a nutritious chocolate option that offers a healthier alternative to satisfy your sweet tooth, but they definitely do not match whole-food snacks made from fruits, vegetables, nuts, seeds, and lean proteins, like 0% Greek yogurt with berries and peanut butter.

Regarding nutrients, most of the ingredients are packed with vitamins, minerals, and even antioxidants; however, some of them can be lost in the manufacturing process, and are generally not present in notable amounts in a small bar.

Marketing and brand story

Mid-Day Squares gained popularity and momentum due to its genius marketing strategy of sharing everything and anything that happens behind the scenes: the joys, the fights, and the breakdowns, turning the whole thing into reality TV. This has built a loyal audience invested in Mid-Day Squares beyond its nutritional value.

The target audience is health-conscious consumers seeking plant-based, protein-rich snacks that are both convenient and indulgent. Core customers are thus young, on-the-go individuals, mostly millennials and Gen Z, who prioritize the products' boldness, community, and better-for-you ingredients.

The radical transparency and storytelling-centered marketing truly set Mid-Day Squares apart. The founders are not afraid to be bold, loud, and rebellious, encouraging their consumers to be the same. Hershey’s offered to buy the business early on, and when the team refused, they were sued for using similar packaging for Peanut Butta flavor to Reese’s cups. The lawsuit was resolved, and Mid-Day Squares slightly changed their packaging but shared the whole thing on their socials, unafraid to call out Hershey's and even dropped a diss track.

@middaysquares CHOCOLATE GONE CRAZY! 🍫 😵 A Hershey’s Diss Track 🎵 #middaysquares #middaydisstrack #middayglowup #chocolatetok #chocolategonecrazy #musicvideo ♬ Chocolate Gone Crazy - Mid-Day Squares

With this marketing approach, a loyal audience, and product quality, the three co-founders went from making bars in their kitchen to owning a business currently worth $35 million and having their product swept from shelves in Costco, Walmart, and other big sellers.

Pros and cons of Mid-Day Squares

Let’s quickly break down the pros and cons of the Mid-Day Squares.

@westock Trying @Mid-Day Squares for the first time and YUM! The ideal mid-day protein snack😉 #middaysquares #proteinsnack #healthyliving #healthychoices #tastetest ♬ Trap Mafia - Lastra

As much as I would like to try the bars to test whether they do not have a chalky texture like other plant-based protein bars, judge the flavors, and the overall experience, they are unavailable in my region. So, this review is done purely from a nutritional standpoint without any personal bias.

Mid-Day Squares vs. competitors

Let’s compare a serving of Mid-Day squares to similar products.

Product	Calories (per serving)	Protein (g)	Fiber (g)	Sugar (g)	Fat (g)
Mid-Day Squares	160–170	6	4	4–5	12
Reese’s Peanut Butter Cup	210	4	2	22	12
Kind bar	160–200	5–6	2–5	4–13	10–15
Snickers original	250	4	1	28	12

So, Mid-Day Squares have less sugar and calories than traditional chocolate sweets but are similar to other healthier alternatives like granola bars. The thing is, if you truly crave a Reese’s cup or a Snickers and eat them very rarely, I suggest having the real thing to be truly satisfied. If you are just feeling peckish and want something similar, opt for a healthier alternative. If you are looking for a protein-packed option, opt for protein bars.

Concluding remarks

Mid-Day Squares are a snack of their time, with whole-food ingredients, aesthetic packaging, bold marketing, and a classic taste. They promise to satisfy your sweet tooth while keeping you full and providing a nutritious snack.

Their unique blend of nutrition and taste and radically authentic marketing have earned the brand a loyal following among health-conscious snackers. While these bars are more nutritious than most traditional chocolate bars, they come at a higher cost and cannot replace whole, minimally processed snacks in your diet.

Ultimately, Mid-Day Squares are a good chocolate alternative that packs some nutrients, but should still be consumed in moderation. The key factor is the taste, as there are numerous similar healthier alternatives on the market, so pick the one you enjoy the most.