She Couldn't Find Convenient Food That Actually Nourished Her, So She Built It

Shireen Khera couldn't find convenient meals made with the real ingredients she grew up eating, so she decided to build her own.

Inspired by Indian kitchens, Hey!Hunger makes Veggie + Nut Patties that it says are USDA Organic, with vegetables, lentils, nuts, seeds, and spices. What started at local farmers markets has grown into a brand sold in more than 100 stores across California and Hawaii.

This week, Shireen shares how she turned a personal need into a growing food brand, why getting products into customers' hands matters, and what it really takes to grow from farmers markets to retail shelves.

The Interview

The Product and Audience: What is Hey!Hunger and who is it for?

Hey!Hunger is a premium frozen food brand making plant-based Veggie + Nut Patties it describes as USDA Organic, inspired by the flavors and food traditions of Indian kitchens.

The patties combine vegetables, lentils, nuts, seeds, and warming spices to create convenient, satisfying meals with naturally occurring protein and fiber. Hey!Hunger says they are made without protein isolates, gums, or preservatives.

The brand is designed for busy, health-conscious adults who want flavorful, whole-food meals without feeling like they're eating something overly processed. Although the products are vegan, they're made for anyone looking to eat more plants without sacrificing taste or convenience.

The Spark: What made Shireen say "I need to build this"?

The idea came from a personal experience.

In her late thirties, Shireen learned she had high cholesterol, high blood pressure, and prediabetes. Around the same time, caring for her mother during her battle with ovarian cancer made her think more deeply about the role food plays in everyday health.

When she looked for convenient meals made with the vegetables, lentils, nuts, seeds, and spices she grew up eating, she found plenty of products focused on protein but very few offering meaningful fiber from real food.

She wanted a nourishing, satisfying meal that didn't feel like a chore. She figured other busy households were probably looking for the same thing.

That became the foundation of Hey!Hunger.

The Launch: When did Hey!Hunger launch and how did it build early buzz?

Shireen founded Hey!Hunger in 2023 and started introducing the products at local farmers markets.

Instead of relying on traditional pre-launch marketing, she let people experience the patties firsthand. Customers could taste them hot off the grill, share feedback, and help shape the products.

Those early conversations and word-of-mouth recommendations helped build a community before the brand's formal retail launch in June 2024.

Local media coverage also helped introduce Hey!Hunger's story to a wider audience.

The First 100: How did Hey!Hunger find its first 100 customers?

One conversation and one sample at a time.

Shireen personally cooked the patties, served them hot, explained the ingredients, and listened to what customers liked or wanted to see improved.

Because Hey!Hunger didn't fit neatly into the conventional veggie-burger category, sampling was especially important. Once people tried the flavor and texture, many changed their assumptions about plant-based food.

Those first customers returned, recommended the products to friends, and helped introduce the brand to its first retail stores.

The Advice: What would Shireen tell a first-time founder in their first 90 days?

Get your product in front of real customers as quickly as possible.

Shireen believes the first 90 days should be less about proving your original idea was right and more about discovering what customers actually value.

Pay attention to what people buy, not just what they say they like. Use that feedback to guide your product, positioning, and spending.

Early conversations can save founders from making expensive assumptions later.

The Reality Check: What is the hardest part of this journey that people don't see on social media?

The financial and emotional uncertainty behind every visible milestone is one of the hardest parts of building Hey!Hunger.

Getting onto a retail shelf might look like success, but it's only the beginning. Founders still need to generate repeat purchases, manage inventory, fund production, support stores, and cover the cost of promotions and demonstrations. Often, these expenses come long before the business can afford to pay its founder.

There are also buyer rejections, production setbacks, and days when sales don't reflect the amount of work being put in.

For Shireen, the challenge is continuing to believe in the bigger vision while staying honest about what the numbers are telling her.

The Milestone: What has been the biggest "we made it" milestone so far?

Being named a 2026 NEXTY Award finalist for the Roasted Beet & Walnut Patty was Hey!Hunger's biggest milestone so far.

The recognition was especially meaningful because the NEXTY Awards celebrate innovation in the natural-products industry. It showed that the brand's combination of vegetables, nuts, fiber, and Indian culinary traditions could stand out in a crowded market.

By then, Hey!Hunger had also grown from a farmers market idea into a brand available in more than 100 stores across California and Hawaii.

Seeing an idea born in Shireen's kitchen earn industry recognition and reach customers far beyond her local community made the possibility of building a much larger brand feel real.

The AI Trend: How has Hey!Hunger used AI to help the business grow?

As a solo founder with limited resources, Shireen uses AI as a force multiplier across strategy, financial analysis, retailer outreach, pitch applications, and marketing.

It helps organize sales and cost data, evaluate positioning, tailor proposals for different buyers, and turn rough ideas into clearer communications.

She has also used it to explore product development questions and identify areas that require deeper research or expert input.

AI doesn't replace customer conversations, judgment, or food industry expertise. Instead, it helps Shireen arrive better prepared and operate with some of the capabilities of a much larger team.

The Horizon: What should we be excited to see from Hey!Hunger in the next 6 months?

Hey!Hunger announced refreshed packaging and branding in October 2026 and plans to expand into more retail stores over the next six months.

The brand also wants customers to see its Veggie + Nut Patties as versatile meal solutions rather than just another veggie burger.

Beyond that, Shireen is exploring ways to bring Hey!Hunger's whole-food approach into convenient snacking, creating more opportunities for people to enjoy the flavors and nutritional traditions of Indian kitchens throughout the day.

The Shop: Where can readers buy Hey!Hunger?

Hey!Hunger is available in more than 100 independent and natural grocery stores across California and Hawaii.

Retailers include Berkeley Bowl, Good Earth Natural Foods, Oliver's Market, Nugget Markets, Mollie Stone's, Lassen's, Clark's Nutrition, Rainbow Grocery, Rainbow Acres, and Mana Foods.

Bay Area customers can also order through Good Eggs.

Visit heyhunger.com to shop online or find a store nearby, or start with our Preview of the Roasted Beet & Walnut Tikka Patty.

The Connection: Where is the best place to follow along?

Follow @hey.hunger on Instagram for product news, behind-the-scenes updates, retail launches, and the realities of building a food brand.

You can also visit heyhunger.com to learn more about the brand and its products.

The Recommendations: What are Shireen's favorite under-the-radar brands?

• CPG: Cult Crackers, a Northern California brand making flavorful organic crackers with nutrient-dense and upcycled ingredients.
• Consumer Technology: Mill, which is rethinking household food waste through a thoughtfully designed system.
• Gear: GIR, known for durable, functional, and thoughtfully designed kitchen tools.