Tessa Wanders, CEO & Founder of HEY FRIDA

Tessa Wanders, CEO & Founder of HEY FRIDA

Name: Tessa Wanders

Location: San Francisco

Job: CEO & Founder of HEY FRIDA

Favorite Burnout candle scent: FIG LEAF & ALMOND


Tell us a bit about HEY FRIDA...

HEY FRIDA is a wellness and nutrition brand that creates delicious, functional products for people that want to feel energized and satisfied, while avoiding carbs.


What inspired you to start the company?

Missing desserts, I started tinkering in my own kitchen to recreate a brownie that I could eat while on a low carb/high fat (LCHF) diet. This coincided with realizing that the LCHF diet is a scientifically proven way to reverse t2 diabetes, a major US health threat. A personal fervor and a larger need for my product, helped me realize that this was a business I couldn’t not start.


What does a typical day to day look like

All our production is done in house, so I typically divide my time between The Assembly and the commercial kitchen, also in the Mission. I use the garden to take meetings, currently I’m in the process of interviewing for a new designer and a food scientist. In the late afternoon, I’ll pop over to the kitchen to check in with the production team. After work, I’ll meet my boyfriend or other friends for a little hike up Mt. Sutro and some roast chicken at Limon Rotisserie.  


What are your 3 top tips for staying sane (and limiting Burnout) while running/launching a company?

  • The reason I moved to SF was the great outdoors. Every weekend I go into nature; I’m a big kite-surfer and love hiking. When I don’t have time to go out, I’m in my closet on my stationary bike (my great indoors).
  • I try to not compare myself too much with other entrepreneurs, which can be challenging sometimes in the Bay Area.
  • I recently started using apple’s screen time function on my iPhone and it’s helping me be more conscious of the way I spend my time.