Jasmin, founder of Missy Lala, grew up surrounded by the warmth of family cooking and traditional island food. Her love for food began as a child, watching her mum and grandmother prepare dishes like poke, taro, and fish cooked in the umu (underground oven) — meals that brought the family together every weekend. Making doughnuts was always a special occasion, and after receiving her family’s treasured recipe, Jasmin refined it into a convenient dry mix version so that others could enjoy it anytime.

Her business, Missy Lala, offers Missy Lala’s Cook Islands Donut Baking Mix — a Cook Islands-inspired dry mix that can be used to make doughnuts, coconut rolls, cinnamon rolls, and Māori fried bread. The goal is to make it easier for families to create traditional treats at home and to bring people together through shared cooking and connection, just as Jasmin experienced growing up.

Jasmin joined The Kitchen Project to learn how to transform her homemade recipe into a professional, market-ready product. The programme has given her confidence, knowledge, and invaluable mentorship in areas like business planning, product development, and costing. One of her proudest moments was selling out at her very first market — a milestone that affirmed her vision and capabilities.

Looking ahead, Jasmin envisions Missy Lala becoming a household name in New Zealand, with her dry mixes stocked in supermarkets nationwide. Her dream is to expand into Missy Lala food trucks serving island-inspired treats and eventually create a franchise model that empowers others to start their own Missy Lala businesses. Ultimately, she hopes her brand will celebrate Cook Islands culture, family connection, and the joy of sharing food made with love.