HINTON.
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Back to all interviews
Heidi Normanton
In Conversation With

Heidi Normanton

Founder, HeyLO!
Interviews in this series
Heidi Normanton “No One Wants to Feel Lectured While Making Toast”
26 May 2026

Heidi Normanton “No One Wants to Feel Lectured While Making Toast”

Heidi Normanton says wellness culture has made food stressful. Her bakery brand HeyLO! rejects guilt-driven messaging in favour of products that fit easily into life.

Heidi Normanton “People Don’t Just Want Healthy Food Anymore, They Want Food That Works”
26 May 2026

Heidi Normanton “People Don’t Just Want Healthy Food Anymore, They Want Food That Works”

Heidi Normanton says consumers now ask how food fits their lives, not just calories. HeyLO! founder discusses blood sugar, GLP-1 meds and bakery's future.

Heidi Normanton: the Founder of HeyLO! Chose Product Over Hype
26 May 2026

Heidi Normanton: the Founder of HeyLO! Chose Product Over Hype

Heidi Normanton built HeyLO! from Leeds, not London, choosing product trust and repeat customers over hype and fast funding. Her approach? Patience wins.

Heidi Normanton on Building HeyLO!, Rejecting Diet Culture and Bringing Joy Back to Bread
21 May 2026

Heidi Normanton on Building HeyLO!, Rejecting Diet Culture and Bringing Joy Back to Bread

Heidi Normanton built HeyLO! from frustration with joyless low-carb bread. The Leeds founder explains why healthier food shouldn't feel like punishment.