“If you’re not willing to lose it all, you’re not playing the game properly.”

This isn’t just a chocolate company- it’s a cultural movement.

Midday Squares co-founder Nick Saltarelli joins Ruth for a no-holds-barred conversation on what it takes to build an FMCG brand without following any of the rules. From manufacturing their own bars to building an audience like a band, Nick shares the mantras, mindset, and madness behind their journey to 40 million bars sold- and why they’re willing to crash and burn in public if it means building something that actually matters.

If you enjoyed this episode, check out the chat with Stu Macdonald founder of Mani Life, for another unfiltered conversation about brand building