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An Oahu pop-up favorite is taking its cinnamon rolls and its family story to a national stage
Hele Rolls, a women-owned, LGBTQ+-owned, family-powered cinnamon roll company known for handmade, small-batch baking and rotating flavors, is set to be featured on Food Network
Owners Jasmine “Jaz” Milam and Brittany “Kawai” Lopez joined us on HNN’S Sunrise Weekends to talk story about the rapid rise of Hele Rolls, which has built a loyal following through preorders, scheduled pickups, pop-ups, local markets, community events and catering
Hele Rolls was founded in June 2025, shortly after Milam’s father passed away
The business name honors Hele Nui, the food truck he previously operated, and reflects what the owners say is the heart of the brand: using food to bring people together and make customers feel like part of the ʻohana
Milam leads flavor development and small-batch baking, creating signature and rotating flavors inspired by family, community and local tastes. Lopez has focused on growing the company’s visibility and connections through social media, markets, pop-ups and events—while helping preserve the personal, welcoming experience customers associate with the brand
The menu includes signature Original and Matcha cinnamon rolls, along with rotating flavors such as Haupia and Strawberry Shortcake
The company also offers Cinni-Maninis, bite-sized mini cinnamon rolls designed for parties and catered events
In its first year, Hele Rolls has grown an Instagram following of more than 5,600 followers (as of July 2026)
The owners say customers connect not only with the handmade rolls, but also with the brand’s family-centered story and welcoming spirit
To learn more, visit their website or IG
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