u/historicalily

They refer to it as “their” baby yet Kay is constantly pushed as the founder, both at the expo and on their website. In the “About Us” section, there is virtually no backstory into who Kay is, not even a last name. Just that she started making protein balls as part of her personal health journey. She’s also credited by Taylor as being “in charge of all things brand and aesthetic”.

In a now deleted comment, Kay got real defensive about her collabs and doubled down on the fact that HeyNu was HER brand and that SHE owns it (sadly looking back I did not catch the part that she said that but it was shortly above the third ss)

If that’s the case, then why is only Taylor listed in their LLC filing? Why does Taylor label himself as HeyNu’s chief marketing officer on his LinkedIn? The trademark for HeyNu and HeyBar was filed over a year ago. Even if it’s not about the product at all but rather the entrepreneurial journey, why didn’t they start documenting the process when they filed the trademark?

Cause it’s not about the product at all, but rather the content that comes from sharing the “journey” - the pop-ups and photo shoots create more opportunities for content and expenses they can write off on their taxes.

They’ve admitted that they haven’t made any money off the bars and that they would make more if they stuck to influencing. But I’d wager to say that they wouldn’t even make money off of the content if it didn’t feature their kids. Views go down in every video that doesn’t feature E or S.

Kay’s not listed on the filing cause that would mean having to pay more in child support for her first daughter. Regardless of if the bars are profitable, the income they make from the content associated with HeyNu probably counts as income. Taylor’s been trying really hard to make it seem like Kay is a “girl boss” and running the company but it’s always been him controlling their brand.

This picture truly sums up the dynamics of this household: parents desperate to exploit their children while the unacknowledged “family” nanny waits in the back till the kids are done working.

For context tho this is one of the pics they posted that E took from her camera.

I find it interesting that they’ve doubled down on their channel not being about their kids yet if you compare views between content with just them and with the girls it’s clear the girls are what makes them money, not the collabs and HeyNu. They bring S on trips cause she’s still controllable and nobody would be interested otherwise.