05/12/2025
The Art of Starting | Puff Puff Ministry | UK Business Stories
This short documentary tells the inspiring story of Puff Puff Ministry, the UK’s first dedicated West African dessert company founded by the Olaleye sisters.
Starting with their mother’s cherished 20-year-old recipe, they transformed a beloved Nigerian street snack - puff puff, sweet fried dough balls - into a nationwide sensation. From humble beginnings on Instagram during the 2020 lockdown to catering for global brands like Google and Netflix, and even pitching on Channel 4’s Aldi’s Next Big Thing, the sisters have redefined what dessert means in Britain.
Discover how their passion for heritage, innovation, and family legacy turned puff puff into a cultural movement, offering flavours from classic cinnamon sugar to indulgent Biscoff and Oreo toppings. This is more than food - it’s a story of resilience, entrepreneurship, and the power of sisterhood.
✍️ Department for Business and Trade
This short documentary tells the inspiring story of Puff Puff Ministry, the UK’s first dedicated West African dessert company founded by the Olaleye sisters....