About Hey Frida

Our Dutch founder Tessa has lived in 10 countries over the last 20 years. Every time in a new place, she’d bake her favorite recipes and the familiar smell of her cakes and cookies made the new home feel like her own. A few years ago she moved to San Francisco, and at the time was experimenting with the keto diet. The hardest part of that diet was that there were just a very limited number of convenient fresh snacks (besides avo and bacon). She soon noticed that she wasn’t the only person struggling with this. Tessa started tweaking her favorite recipes to make them low-carb and on a sunny Saturday afternoon, set up a little stall in Hayes Valley Street to see if people liked them. Within a couple of hours, she earned $500 and sold out. She knew she was on to something. Now she creates indulgent foods that are both healthy and fresh and helping the world transition away from sugar and carbs.Read their story