Today we’d like to introduce you to Denise Hetep.
Hi Denise, we’d love for you to start by introducing yourself.
Since I was young, I’ve always known that I wanted to be an entrepreneur. I’ve always had this internal drive to build something of my own — not just for myself, but to create opportunities and legacy for my family. When Frios came into our lives, it truly felt like the right moment and the right vehicle to bring that vision to life.
Our journey started through family. We have a cousin in Tampa, Florida, who owns a Frios franchise, and he introduced us to the product. The first time we tried it, we were blown away — not only by how amazing it tasted, but by the joy and experience that came with the brand. Almost immediately, we started thinking about what it could look like if we brought that same energy and opportunity to the St. Louis market.
My husband and I began having conversations with our family back home about the opportunity and whether anyone wanted to be part of building something together. What made this even more special is that it truly became a family business. Our brother Kirk, our mom Thelma, and other family members came together to invest collectively and support the vision of launching the franchise in our community.
For me, Frios represents more than just selling gourmet pops — it represents faith, family, and stepping boldly into something I’ve always known about myself: that I was meant to create, lead, and build. Being able to do that alongside the people I love has made this journey incredibly meaningful. It’s not just about business success — it’s about legacy, impact, and showing others what’s possible when you believe in yourself and take that leap. And that’s really how we got to where we are today.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely has not been a smooth road. Like any new business, we’ve faced several challenges along the way, and those challenges have shown up in different areas.
One of the biggest hurdles has been financing. As a minority-owned business, accessing traditional funding and loans can be difficult, so we’ve had to rely heavily on self-funding, personal savings, and a lot of good old-fashioned bootstrapping to meet our obligations and keep the business moving forward. That has required sacrifice, discipline, and a strong belief in what we were building.
Another challenge has been market positioning and customer education. What we offer is very different. Frios is a healthier gourmet option made with clean ingredients, and we have the ability to serve a variety of dietary needs. Competing against shaved ice with heavily sugared syrups or traditional popsicle options can be tough because those products are already familiar to customers. We’ve had to help people understand that our demographic is really customers of all ages — not just young children — and that this is a premium, inclusive treat.
There have also been operational challenges. Since one of our most popular catering options is our tie-dye wrapped frozen dessert truck, which we call the “Sweet Ride,” visibility can sometimes be more difficult compared to a traditional storefront. Additionally, obtaining permits from local counties was a learning curve because we offer a prepackaged frozen treat and don’t directly handle the product. That distinction shifted some of the health department guidelines, and not everyone fully understood that at first. We also had to find chambers of commerce that truly understood our business model and could support us in the right way.
But even with all these struggles, we’ve grown tremendously. Each challenge has taught us resilience, creativity, and a deep sense of purpose. Every obstacle has strengthened our commitment, and it has made us even more determined to see this business succeed.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Frios Gourmet Pops is much more than a frozen dessert company — we’re really in the business of creating experiences and moments of joy. We specialize in hand-poured, gourmet frozen treats made with real fruit, real ingredients, and a whole lot of creativity. Our brand often refers to our pops as “happiness on a stick,” and that really captures who we are. Everything we do is centered around bringing nostalgia, fun, and connection to people of all ages.
We serve the St. Charles, St. Louis, and surrounding communities through multiple service models, which is something that truly sets us apart. We offer catering through our colorful tie-dye wrapped truck called the Sweet Ride, pop carts for indoor and outdoor events, elegant pop stations for weddings and upscale gatherings, delivery services we call Pop Drops, wholesale partnerships, corporate subscriptions, and retail freezer placements. That flexibility allows us to meet customers wherever they are — from birthday parties and school events to corporate activations, festivals, and community celebrations.
One of the things that makes Frios unique is the quality and inclusivity of our products. We offer fruit-based pops, decadent ice cream bars, and even protein pops with 15 to 17 grams of protein, which expands our reach beyond traditional treats. Many of our options are gluten-free, dairy-free, vegan, or dye-free, so families can fully enjoy them together.
We’re also known for being easy to work with. Our pops are individually wrapped, making them clean, safe, and convenient for any event, and our team is always ready with smiles and exceptional service. We often call ourselves “Happiness Hustlers” because we put so much care into spreading positivity at every event.
What I’m most proud of is the emotional connection our brand creates. We’re not just selling dessert; we’re helping people celebrate, fundraise, and connect through moments of joy. Whether it’s a small gathering or a large festival, we’re all about making every bite a happy memory.
We want readers to know that Frios is more than a popsicle — it’s an invitation to pause, savor a moment, and share happiness. Book Frios for your next event, and get ready for a fun, flavorful, and unforgettable experience.
Can you tell us more about what you were like growing up?
Growing up, I was always naturally curious — I wanted to understand the “why” behind the “what.” I didn’t just take things at face value; I loved exploring ideas, asking questions, and seeking deeper understanding. I was also a leader among my peers and a hard worker, though, I’ll admit, I was sometimes called “bossy” — haha! I had a deep love for the arts, especially dance and vocal performance. Participating in plays, concerts, and creative projects was my favorite outlet, and that really helped shape how I express myself today. I also loved cooking and creating special moments with my family and friends. Those experiences taught me early on the joy of bringing people together, the value of creativity, and the importance of putting love and care into everything I do — lessons that I still carry into my business and life today.
Contact Info:
- Website: https://friospops.com/locations/stcharles/
- Instagram: https://www.instagram.com/friosstcharles
- Facebook: https://www.facebook.com/friosstcharles
- Other: https://share.google/L2Q9zHzUIB0N0aEJP
