Frida Redknapp

0:04Hello and welcome to The Midpoint. My guest today is someone I've admired through the lens of social media for quite a while. Her fitness, wellness and food content are perfect inspiration whether you're in the midlife or not. She's cultivated a loyal following who love her recipes and also the juggle she demonstrates because she's a very busy mum. Frida Redknapp married Jamie Redknapp five years ago, bringing together six children between them from their previous marriages and then adding another with their now four-year-old son, Raf. Managing a large blended family, having a very high-profile husband might be enough for some, but Frida's passion for healthy eating has led her to launch Frud, her healthy whole food cooking brand, which she hopes will help time-poor families achieve healthier meals in around 20 minutes.

0:48Sounds good to me. So I want to learn all about that, but also how she went from being a successful Swedish model who happily worked under the tabloid radar to being married into one of the country's favourite football families. Let's go meet Frida. Frida, welcome to The Midpoint. Thank you so much, Gabby, for having me. I said in your introduction, I've been a long-time admirer of your content on Instagram because right from the word go, you could see that living this very healthy, whole food life and cooking and home cooking and exercise was very much who you were. It's not something that you've just kind of adopted as a persona.

1:26It's ingrained in you. Tell us a bit about growing up in Sweden and how that was part of who you were. I think my family is just, my childhood was about being outdoors and doing sport. My dad was an athlete, was a track and fielder. We did a lot of skiing and hiking and cross-country skiing and stuff like that. My mom always used to run. I mean, I always remember her going for runs every second day and doing half marathons and things like that. So it's just just my upbringing, you know, having that that relationship with with being active. And that relationship with your body, because then you became a model.

2:02So yeah, knowing how to eat properly, knowing how to look after yourself in a world that can become quite toxic. Yes. Did that get compromised over? So absolutely. I mean, I'm being completely transparent. And of course, you go through phases when you're a model, when you kind of, you know, your relationship to food, you know, you question a lot of things, you compare yourself to others. It's sadly how that world works. And I think even for most, sadly, for a lot of women or young girls, they go through, you know, periods in their lives when they have, you know, they question, you know, how should I treat my body?

2:36What should I eat, et cetera. um but i am i think since i became a mom that really shifted because it didn't become it wasn't about me anymore i had to kind of you just focus on making sure my kids were taken care of and it really there was a massive shift for me and luckily i was 24 so still very young you know so i think also when you have children you see your body in a completely different way completely i remember actually it's quite funny so obviously i paused my modeling when i had my first baby so I didn't do a modeling job for let's say about two years and then I had my first job it was for a Swedish magazine and I remember standing in front of the camera even how I moved my body and how I felt about myself it was extraordinary I was much more kind of confident and you know when he said can you can you know the photographer would just try to guide me a little bit how he wanted me to look and no you know what no I'm in charge of my body it was quite interesting how how i changed so much from from becoming a mom and just accepting myself in in a and respecting myself in a completely different way you realize what your body can do 100 and how incredible it is that you've kind of almost i think i can't believe i wasted time worrying about the things the silly things that this the external noise was telling me to and i was you know i'm older than you and i didn't have social media to kind of it was it was just there So I think it's been forever thus.

4:01We talk about social media on young women and it definitely is a thing for teenagers. But I think it's always been a societal pressure. I think so, too. And obviously it's worse now than ever because of social media. And what I really, obviously my first child was a girl. And I think from day one, I really wanted to model, you know, a healthy lifestyle, healthy relationship to food. and it was really kind of big reset for me having her as my firstborn because I didn't want her to ever, you know, poke around a plate and not, you know, living with food restrictions and things like that. And I'm actually, I'm really grateful that I had her at such a young age because it really, you know, changed me in so many ways.

4:45I suppose you were very young, you know, and you still had your career kind of going as well. So I think it's really important that if she's thinking, well your job is to look beautiful and amazing so you know so that example at home was was vital that did it work did she it did work so so actually I paused my modeling for quite a few years I just picked it up a few years ago again so I did I did put that aside because obviously I had four kids under yeah in my third yeah by the time I was 30 was that always the plan for you it just happened I thought a couple of kids but then yeah just you know a couple more came more came and uh the more the merrier yeah and then a four and then a fifth obviously a few years ago yeah we're jumping around on the time frame here but did the having raf after such a big gap did that change the way you mothered and change yeah i'm a different mom altogether not altogether but in so many ways i savor the moments more and i just observe him in a completely different way because you kind of know, obviously all kids are different, but you kind of know what to expect, you know, in general.

5:56So I just love to just watch him and just see, you know, even when he has a little tantrum, I'm like, oh, that's, you know, it's going to be fine. You know, I talk to him in a completely different way. And I think I'm a calmer mom now. I think I tried to rush a little bit, tried to be, or I thought I knew what a perfect mom, you know, looked like when I was younger. and I tried to, you know, I was PT rep and I did this and I did that. And I think I made cupcakes every two days, you know, Peppa Pig parties and all these things, you know, which I still do. Yeah. Bless him, you know, of course he's going to, you know, he needs to experience that too.

6:32But I'm less, I feel much calmer and it's so nice to feel that way. The older kids take the mickey and say, oh my gosh, you'd never let us do that. Or do they think that you treat him differently? I don't think they do because I think it's I think gradually over the years I think in my 30s when I start settling into myself you know I think if I can say so I feel like you feel more like a grown-up and you know going into your 30s I think gradually I became calmer and calmer over the years it's not like a sudden change you know after you know when I had Rafa so I think they just seen me be you know just evolving into this calmer person even not into my 40s I think even the way I was training and everything I did when I was in my 20s and early 30s had to be fast, hit training, intense.

7:24But I love to be, this age is great. I love it. Yeah, it's fantastic. And the training that you put on your Instagram is great. It's accessible as well. And especially you do it in your living room. So people can kind of see you can do it anywhere. so was that not always that was it or a little bit more intense when you were younger than it was high energy exactly it was more intense and i i used i used to uh have pt i used to train with the amazing pts and i'm still in touch with them they're great great guys uh but i i remember i used to almost tread before i trained you know like oh gosh no even the night before and uh the hour before they came i said oh my gosh we're gonna train really really hard now and then again you know i think after having rafa again my body was going through another shift having rafa um i was like you know you know what no i want to tone it down a little bit i want to i want to be in charge of the training so i start you know most of the sessions i do at home especially even when i go down to the local boxing gym i put together my weight training session according to our feel in the day and that that has been you know i love that because i i really really walk into every session just full of beans excited so people are saying you've got five children yeah and you've always managed to keep exercise now i i think it's about tape timetabling right so i think you can always find time so how did you kind of manage your time that you could keep that up so first of all it's a non-negotiable and i'm sure you for you too right so you know it's it's one of those things i will never you know i i want to train five to six times a week even if it's a 25 minute session you can do a lot in 25 minutes and it's about moving your body and just getting that circulation going and um so i've just become more creative with the time i have so you know some days if i have an hour i have an hour amazing but even you know if i have a short amount of time you can do so much you know just to keep it going you've shown you're skipping uh as well on on social media yeah and good music and just you know yeah and it's and it's it's small it's cheap exactly it's easy to transport so if you're moving around you can you know you can take skipping rope with you anywhere and resistance bands yeah ankle weight love ankle weights uh so yeah this you know there's a lot you can kind of get yourself in a kind of little home gym almost that's easily transportable i think that's what's so lovely about that kind of accessibility but in terms of the way you've gone with your wellness kind of development it's the food that has really taken off and it started off obviously with you doing kind of some home cooking and showing kind of big batch cooking and all that kind of stuff when did the kind of idea come to make this a more commercial enterprise so i always loved cooking since i was a little kid you know i started cooking at a very very young age and i love to experiment with cooking my mom bless her she was working 24 7 you know in in in uh she was in care worked in care homes she was a housekeeper She worked night shifts.

10:23She did everything to make ends meet. So I spent quite a lot of time on my own until she came home from work. So I would go to, even if I had like in those days, like even if I had like a pound, I would go and buy something in the tiny little corner. Like we had a little supermarket on the corner next to my bus stop. I would just buy a few things, go home and start like putting things together. So which was so much fun. Anyway, so that's where the kind of improvising and experimenting with food started. I would say nine at the age of nine or something like that. My mom would come home from work and I would have like a plate ready for her.

10:58Could be either a very creative open sandwich or, you know, something more elaborate. Dream daughter. And obviously then traveling that kind of, you know, really fueled my, you know, you know, I would became more even more creative by tasting so many different cuisines in all parts of the world. but yes a few years ago I started posting um content on Instagram it was a creative outlet it was someone actually just said it to me I had a conversation with someone said Frida you love cooking why don't you just put it on Instagram and I was like oh why yeah why why why not so I started doing that but I was I felt like I wanted to you know have a goal with it I wanted to create something and but I didn't know what so what happened was I went to a kids party two years ago and I had one of those like one conversation that literally it was a two it was literally a two-minute conversation with a mom but it planted a seed and uh which grew uh the mom said Frida I love your content it's amazing but can you come up with a solution I have 20 minutes in the evenings to cook for my kids I work full-time uh please please help so I was like okay um that was yeah literally like two years ago then in august 2024 i almost remember the night the dates i woke up in the middle of the night and i thought hang on what what if i turn my favorite go-to recipes that i make for my family for myself into physical blends so you cut down the prep time and you can whip things up really quickly um you know to become you know literally add water exactly and protein and you know i wanted to create the ultimate kitchen hack um and that's kind of where the idea was born from that very short conversation with that mom.

12:40And so when you wake up with that idea in the morning, a lot of people would then get on with the day and the idea floats off into the ether. No, I actually get goosebumps talking. It's weird because it was such a fundamental moment for me and I have never questioned it since that day. Sometimes you get an idea and you wonder along the way, you know, am I doing, should I do this? But I've never felt like that. So how do you then, what's the next step? So the next step is that I thought, you know, Initially, I thought about my son Arthur's favorite bolognese that I've been making. I've been obviously as a mom.

13:11Most families make bolognese, right? So I've been making all these versions for many years. But I've landed on one specific recipe that my son Arthur loves. And he can have it every single day. So I thought that's like obviously that's something I really need to create. And Swedish meatballs being Swedish, most people know what a Swedish meatball is. So then I started thinking about all the ingredients I have, all the vegetables I add in. And obviously, I like to, you know, always add extra veggies, hide them in or sneak them in, especially when you have kids. So I thought, you know, obviously, the sofrito and all the added like peppers and tomatoes, everything I put in my bolognese.

13:50How do I add that in? Well, obviously, it needs to be dry. So I went on Amazon and I bought machines, dehydrating machines. And I started with one. Then after three days, I realized, well, I need to dehydrate a lot because the idea was just like rolling or going. So I bought another two or three. So I lined them up on the counter. My kids came down to the kitchen and asked, Mom, what are you doing? I said, I have an idea. And, you know, they're like, OK, Mom, got on with their day. Yeah, OK. But I start, yeah, literally I dried every single thing you can imagine for eight to nine months, 24-7.

14:26Fruit, vegetables, pulses. And what is Jamie saying to you at this point? Well, he was very curious. And the problem with food initially was to explain the idea because the idea was so clear to me. But it's a very innovative product. It doesn't really exist anywhere. So even now, you know, a lot of people ask, what is this? You know, so even, you know, but I had very clear in my mind what I wanted to create. I hadn't really figured out how to explain it to my family. But I just went on with it, you know, just mixing, blending, weighing, testing. um in my my whole kitchen turned into a lab literally i had samples everywhere i created 40 15 different recipes then i obviously had to write them down to literally to like the the absolute ounce and half exactly yeah so i created sweet skews or sweet products and obviously the savory ones i even created various cereals dehydrated ones because obviously when you dehydrate you can skip add you know additives and stuff like that So I wanted to experiment with that.

15:28But yeah, so I initially started with the bolognese and the Swedish meatballs. And then it just kept coming to me. And then taking that from your kitchen to the wider market. That's the bit that I would be like, where do you go? Exactly. Where do you go? Exactly. So then I turned to Google. And even AI, I was like, okay. I mean, I've obviously never been in the food space before or created a food product before. So I Googled how do I turn my kitchen or my recipe into physical products that I can scale and commercialize. And I got all these different manufacturers of factories and ideas popped up.

16:08And I put emails together and I just sent them out to tons of different factories in the UK. And actually, two of them are two of them I work with very closely today. it was literally just from from searching online then you went to meet them then i went to meet them and um and i spent a lot of time in their innovation kitchen i work actually four different factories but two of the ones that i initially googled my you know first two um search hits that came up um so i spent time with their with them and we you know obviously to replicate what you've created in the kitchen and scale it you know it takes a lot of time so we went through months and months on perfecting them to perfect them rather and testing and obviously asking my friends and family and my kids you know you know please try what do you think so um and is it going down well with everybody it's going down well yes even i'm going through a new innovation or product development now the kids were they the biggest kind of critics and yeah of course and they're Brutal, right?

17:08Yeah. It can be really mean. But it goes, Mom, what is this? But yeah, especially with the bolognese. So when I put the first, when I had the first sample done from the factory, when it came to my house and I cooked it for Arthur, he didn't know it was actually a sample from the factory. So I just put it in front of him. I kind of stood behind the corner, looked over, he's eating it and he just wolfed it down. I was like, okay, that's a winner. He couldn't tell that that was. He couldn't tell. Wow. Yeah. Wow. Wow. So at that point, you're thinking this is working. Yeah. And then scaling it kind of up is the big thing, isn't it?

17:42With any kind of any retail, it's, you know, so you have to think big. I have to think big. I mean, I also realized you need to just talk to people. You know, it's one of those things, you know, you can have an idea. And obviously, initially, when I reached out to the manufacturers, that's all great. But I needed to have people like build a little team around me. So I again, I started initially, I started reaching out to branding agencies. and I'm still working very closely with my branding agency, Regular Practice. They've been amazing. We're actually doing lots of other projects as well. We can't stop now.

18:13We've come like execute, just execute now. But through the owner of this agency, he introduced me to my CFO. Then my CFO introduced me to my head of operation. So just, you know, it was just word by mouth. And now we have this beautiful team of five, six of us. And I just love them. So do you have a base now outside of your kitchen? No, we have a base in my home still. We still don't have office space. We thought we'd wait with that to keep, you know, the hostel. The original home kitchen is still the place where you have the chats. Yeah, I literally spend about 99 % of my life in that kitchen.

18:46Like I can open the door and have a little, you know, I know it's central London, not a big garden, but at least I can open the door and get some fresh air. But yeah, that's where you find me most of the time. So exciting. You must feel, I mean, no wonder you said before that at the age you are now, you feel great being in your skin. but also because you're doing something for you, an idea that you have come up with, which is, you know, it's a dream for people, isn't it? It's a dream. To get it off the ground. And just go for it, you know. I think it's what, you know, we all, I think a lot of people come up with ideas.

19:16I think a lot of people search for an idea or something. But I think when you get an idea and it sticks and it's something you keep thinking about for days or months on end, that means you probably have, you're onto something. And then, you know, why not try? Did you ever have moments where it got quite stressful and you thought perhaps this is not going to hurt? Yeah, of course. You know, you know, financials, you know, you need to raise money and you need to then get it across, you know. Did you find that hard asking for investment? Of course, because I've never done it before. Now, now I, you know, I feel different.

19:49Like when we do the next round, I feel much more confident. But initially, I'm not the kind of person that I like to ask anyone for anything. But yeah, that was a real learning curve for me. Because you're having to really convince somebody to buy into you and buy into your idea. Yeah. And then also thinking, oh gosh, what if it doesn't work? I mean, you know, yeah. I know. But I've been, so the first round was, you know, angel investors and friends and family. And I must say, I've had some amazing friends just like Frida, we believe in you. and let's, you know, it's, it's, I've been so fortunate to, to be able to have them come in and get involved in, you know, that's the highest compliment, isn't it?

20:28Cause if they know you already and they still want to invest. Yeah. And I feel even more so like, I really want to give it back to them, you know, it's, it's really putting more drive into me, you know, that I'm so grateful that they believed in me. And obviously now the business is running. That was before we had our first retail contract as well when they um kind of joined so the fact now that we're you know we're selling selling and we're in retail it's it's yeah and so what's that like when you first see your product on on the shelves amazing did you cry i no i just i think i just jumped a little bit like yay super exciting it's so so exciting and but the nerve-wracking thing is obviously yes my kids tried it my family and people of course I've done like cook-ups as they called with retailers and they tried and clearly they liked it in order for them to put on shelf they have to try it out but now it's the mass market will people like it and of course you have to be you know you will get feedback positive and negative and that that is and how are you with that um I'm okay with that because I think you know I think it's important you know that people feel that you know freedom that they can tell me how they feel about it and stuff like that and you take it in it's i think with any brand you know you will have positive feedback and negative feedback i think it's i think it's good yeah yeah yeah yeah so when if somebody doesn't like it oh then i said oh try one of our other products or can we send something else to you or you know it's great to know so do you read them yourself kind of the reviews yeah i read them on my team yeah yeah yeah no i do i do and i like to you know work on replies you know i have a little social media team that work with us but i'm so hands-on across all parts of the business because still my sixth baby so I do like to you know send personal messages if someone would say something but actually touch wood we haven't really had like anything yeah so it's only been a couple of weeks so I'm not sure big pivot really in your life you know from obviously your your first career as a model and then having a large family and then a blended family as well because bringing in Jamie's family into your family which is in itself is a dynamic that we haven't talked about loads on the podcast i'm surprised it hasn't come up more but that's that's a really interesting challenge isn't it for families yeah that blend blend families i mean it's it's it's a big shift for for everyone right i think also going through a divorce it's it's like putting a family through a tumble dryer a little bit you know it's hard for everyone um but you will come out of it and as long as you're there and everyone is you know you know give as much love and care as you can to your kids especially and so they know you're always there for them but then obviously once that's done and obviously a few years later i met jamie and who's been you know he's the most amazing guy i'm so lucky and obviously then meeting his two boys from his previous marriage they're so lovely honestly they're such nice boys it was it was it was i mean i think more like putting the kids together maybe was challenging for them all you know in the beginning but But that's going to be always hard because, I mean, I just heard a clip yesterday of Tate Ferdinand and Kate Ferdinand talking about he was not very nice.

23:48He said to her, you know, for the first couple of years, because obviously their mummy had died. And so he was he had all kinds of emotions that he was dealing with. And and you as the adult in the in the situation have got to kind of suck it up a bit, haven't you? And go, OK, this is you know, this is teenagers. Teenagers are challenging at the best of time. Yeah, of course. And you're almost going, this is your new half-brother. Yeah, exactly. He's here and he lets us all have fun together. But you know what? We have so much fun together. Because everyone loves forced fun. Yeah. I think, you know what?

24:16I think having Rafa has been like a godsend. He's the glue. He literally is the glue. And I think everyone wants to come home and see Rafa. Everyone wants to go on holiday with Rafa. He doesn't realize how important he is, you know. and um it just has just sold so many different things for us subconsciously even like he's he's such a he's pure joy and brought us all together in such a beautiful way I must say yeah that's lovely a friend of mine had a big gap but they the same family but the son came on holiday with us well they all came last year and I just wanted him to stay they left after about a week and I just wanted him because he was he's uh eight and it's just having with older teenagers and you know 19 20 year olds and then having this seven eight year old in the mix it was just amazing the dynamic I was so envious that I hadn't had a gap baby because yeah it's a totally it's a you can't explain kind of what it does to the dynamic of of everyone incredible yeah Christmas time you know it's so much fun to have him there and you know he's four they say a lot of fun things you know even yesterday I mean Rafa said something I can't say what he said but obviously he picked it up from somewhere and he had such a cheeky smile he just burst out laughing trying to hide it but you know just it's you know yeah he brings so much and then the wider family because you didn't just marry a lovely man with children you married somebody who's you know a national kind of treasure status person that everybody loves his family you know his dad is somebody who you know is super well known and and that whole dynamic itself you you know you're kind of putting your head above the parapet aren't you in suddenly becoming of interest to tabloids and magazines and things like that which was you know yeah uh first of all what i love about jamie's family and his mom dad his brother um they're just such genuinely nice people it's kind of what you sees what you get um and yeah i'm so fortunate that i you know have them as you know my my parents-in-law super kind funny i mean everything you know most of even if the harry doesn't he's aware of it he's a funny guy um so um if everything feels light in his family i like that lightness you know um but no i think because i'm swedish and obviously he's english and he's been very well-known or for a long time.

26:47I was never, before I met Jamie, I've rarely even watched, sorry to say this, but I never really watched TV. So I wasn't really aware of what he was doing on television even, or that he was obviously, I've seen once that I watched Chelsea matches, and kids love Chelsea. Sorry about that. We're all Liverpool. But I wasn't really glued into that you know so i think that helped a little bit as well but then when the attention came on you how did you deal with that because you've had quite an anonymous life yeah yeah you didn't ask for that i think i think jamie was very helpful you know we just stayed out of it and also then obviously it was covid those first few years i was pregnant i didn't really yeah we just you know just to be in not have to go to things yeah exactly exactly but he he's obviously a public person but also he's very private jamie and i love that about him you know he it's he he really protects that privacy um so it's a good balance there i think yeah yeah and and how does the kind of british way of of bringing up a family compared you think to the swedish way you talked about your childhood your kids are experiencing a very different kind of life to the one you had they are because also my my ex-husband he's you know he grew up in switzerland and there's also a difference you know i think growing up in sweden is it feels quite easy the first few years school i think up to nine ten no pressure no pressure it's a lot you spend a lot of time outdoors you learn through play it's just a different different way how you school kids in general when my kids you know here is going to these london day schools the pressure starts quite young so that was a bit of a shock to me uh initially now i'm you know now i'm obviously aware of it so especially for rafa you know i know what pressure or how they structure it from a very early age did you try and resist that um in terms of you know being drawn into that kind of high pressure hot housing environment yeah i tried yeah i tried yeah for sure um because i think i think some kids can handle it some kids can't you have to read into your child you know i think they all not you know they're not all can go into the same box so i was always kind of i tried to kind of zone in on each kid and give you know try to make sure they got what they all needed you know individually um so so that was a little bit of you know maybe a challenge to figure that out um but i've i'm lucky the school they went to is was amazing like that it was kind of catered to all different kinds of kids and it was sport it was creative and and academic and things like that so I was pretty lucky with the choice of school that they went to that they handled that very well and what about the outdoors kind of that yeah I struggle with that yeah I need I need forests I don't have forests in my life there are not many in central London no I do do any of the kids feel more Swedish than British so my oldest son actually He just played for the Swedish national team rugby a few weeks ago.

30:04And he was with so much pride. He played with them. It was rugby sevens. He played in Denmark. It was like a Nordic cup. Is it growing in the Nordic region rugby? It is. But they have more like financial issues. They can't really get it going. But that pride he had playing for Sweden and obviously the pride. I mean, I was so proud myself to see him do that. But yes, some of them feel a bit more Swedish than others. Yeah. It's nice to have the option, isn't it? To dip into different sports and different... Exactly, exactly. But I do miss that aspect of... I mean, when you live in central London, you don't have the forest on your doorstep.

30:49And I grew up with a forest literally five minutes from my doorstep growing, you know, in Sweden. And my dad was extremely outdoorsy. He was very much into adventure. So, yeah, that's something I, you know, like I said. You crave occasionally. I crave that. Yeah. But, yeah, I do like the simplified way of living in Sweden. I think all the Nordic countries are quite similar like that. Yeah, there does seem to be, definitely in the last 10 years, there seems to be in the UK a kind of where we're peering over at the Nordic countries. I mean, I think it started with all those brilliant Scandi dramas.

31:23Yeah. And when they came over and we were binging those going, wow their lifestyle looks really cool and paired back and and yet you know not it's simple but but with a kind of hint of luxury because they all had nice jumpers yeah and um and everybody seemed to be by a fire and yeah and you know i mean be careful what you wish for obviously in terms of lifestyle but i you know having a really good friend growing up who was half swedish and they used to go to the archipelagos and you know go to islands for the summer and i always thought that sounded so pure and beautiful and yeah and my my um algorithm now is basically i think i think the universe is telling me i need to spend more time in sweden lots of swedish islands sweden islands and forced like different kind of tracks or trekking trekking you can do routes in sweden and it's my dad and his family they had a few different like lodges up north one had no electricity for example so we would go there in the summer we had an earth cellar where we kept you know the milk and the butter underground we had and we had little um you know flickering gas lights um lanterns rather we'd go canoeing and rowing and um fishing rather those memories are one one of most vibrant memories growing up doing those things with my with my dad and also skiing you know we would have a picnic we would sit up you know sit in the forest and have our sandwiches and hot chocolate and things like that it's very yeah that you know it's not complicated it's not fancy it's just you know beautiful and so are you do you still do kind of like saunas and yeah yeah exactly but jamie's more into saunas than i am he loves it yeah have you got him more into saunas then no he so i used to so in one of my my grandfather had a little house on the mountain in Sweden, tiny little house.

33:19And we had a tiny little sauna. So we would go in the sauna and then into the snow. Yeah. And you were doing that years ago, you Swedes, weren't you? I mean, we've obviously become cold water aficionados, but you guys, this is growing up. And you have those communal saunas as well in Sweden. People are naked in them sometimes. I know I'm, you know, I'm Swedish, but I'm not sure I'm that Swedish. I'm not ready for that one. but yeah my mom sometimes goes to she goes to the local lake and you know five minutes from her house and she jumps in naked and then she's in the sauna then she's in the sauna uh but yeah so yes i try to do a sauna like three times a week in london you don't need to do a sauna today though because we have about 35 degrees outside so everyone is but it is um i mean the studies all show the the longevity associated with saunering is it's massive isn't it skin and your toxins and exactly yeah just make sure you drink enough water after but so the the the food is all on point the exercise what are your vices for you is there anything that you kind of can't resist if you know of course like like like like start treats and yeah of course so that is one thing i think after obviously being a model and you know whether a lot there's a lot of food restrictions and things like that and then obviously like i mentioned earlier becoming a mom and changing that, my, my, my kind of my lifestyle and my view on how, you know, you should care for your body, you shouldn't punish it.

34:43So that's very much how I live my life now. You know, I, of course, if I go to a restaurant, it's beautiful bread and butter and chocolate dessert and, you know, beautiful wine. I'll have it, you know, you have to enjoy life. It's important. You know, it's, it's, it's, yeah. The balance. Balance. It's all about a balance, you know. So to finish off, what is the ambition for fruit then where do you see uh fruit going in the next few years oh i want to take fruit everywhere and and i'm also excited i'm doing all these other you know mpd as it's called new product product development as you speak and there's so many more exciting products coming out it's a breakfast range coming out as well and a functional range as well uh which is more kind of focused on the wellness industry uh so there's this i have a great vision for food and it's like I said it's my sixth baby and yeah I'm really excited to see where it where it's going and I just want to make you know my kids proud as well you know that they've seen me from day one building it from my kitchen so I feel like they're really very much involved yeah and so it feels like it's something like a family family business in a way you know so that's exciting um fruit itself is that that's a kind of amalgam of freedom food I'm sure that's a school run thing so I was in this I was trying to figure out a name and I thought someone said Frida's kitchen's on that sounds a bit boring so then so then I then I started thinking obviously I thought food Frida and then just yeah I just merged Frida and food Frida on a Friday no it was literally I merged Frida and Frida it's great it's a great name sorry yeah no Frida I think we've said your product about 48 times on the podcast it's a record um but it's it's a great name because it's a i don't know it's one of those like words that's not onomatopoeic but it has it sounds fun do you know i want it to be fun and the colors and everything is very vibrant yeah initially i was going to go quite scanning minimalist one color you know two colors max but then my kids i brought them in when i had my branding team in the house and we looked at different different color ways and and word marks and logos etc and and jamie i brought him in as well and actually i brought him in one by one and they could pick and then it was very clever and uh the yeah i think did he get a no no no sorry he doesn't eat things uh but no they all voted for the colorful one yeah well i think they they all knew what they were doing so um it sounds like such a great amalgam of ideas as well which is lovely so congratulations on the start i'm sure the journey is going to be incredible and thanks for coming on the midpoint Thank you so much, Gabby, for having me.