What’s Cooking: Hele Rolls brings Hawaii-inspired cinnamon rolls to Food Network competition

HONOLULU (HawaiiNewsNow) – A Makakilo-based pop-up food business is taking its cinnamon rolls and family story to the national stage.

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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 compete on the new season of Food Network’s The Great Food Truck Race, premiering Sunday, July 26, at 3 p.m. Hawaii time (9 p.m. ET/PT).

Hosted by Tyler Florence, this season follows eight teams from across the country as they travel through the Great Smoky Mountains, competing in culinary and business challenges for a chance to win the $50,000 grand prize.

The couple joined HNN’S Sunrise 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.

A name rooted in family

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.

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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.

The owners say customers connect not only with the handmade rolls, but also with their family-centered story and welcoming spirit.

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To learn more, visit their website or IG.