Dear Reader,
A Full Circle Moment
Last week, I stood at a podium I had only seen from the audience. Invited to address the graduating Class of 2025 at Le Cordon Bleu's MSc Culinary Innovation Management programme. As an alumna, I reflected on what the course taught me: that innovation isn't about creating something entirely new, it's about challenging convention and creating a new mainstream.
Sharing the stage with Franck Arnold of The Savoy and Chris Galvin of Galvin Restaurants was a masterclass in what world-class hospitality looks like: uncompromising standards, authentic narratives, and the belief in luxury as something earned by the experience as much as the price point.
That's exactly what BEKIRI represents.
The Afrobeats of Food is Coming
You have probably noticed: African culture is everywhere now. Burna Boy at Coachella. African contemporary art breaking auction records at Sotheby's. Luxury fashion collaborations with African designers at Dior.
Food is next, and it's already starting.
A handful of exceptional West African restaurants (Ikoyi, Akoko, Chishuru) have earned Michelin stars, proving that African cuisine belongs in fine dining. But the sweet space? Still untouched.
That's where BEKIRI comes in: bringing innovative Pan-African flavour profiles into luxury patisserie with the craftsmanship and cultural storytelling they deserve.
Think of it like this: Afrobeats did not dilute itself to go global. It stayed authentic and forced the world to catch up. We are doing the same at BEKIRI.
The Flavours You Have Probably Never Tried (But Should)
One of the most common questions I get:
What do "African" flavours taste like in pastry?
Fair question. Most people have not encountered these ingredients outside their countries of origin. Or at all.
So here is your primer on four flavours that define some of BEKIRI's signature creations.
Custard Apple
What it tastes like:
A melange of vanilla ice cream and pineapple. Creamy, tropical, with subtle floral notes.
Where you'll find it: Flavouring our signature Flan Parisian. Its natural sweetness means we use less refined sugar, letting the fruit's complexity shine.
Cultural context:
A beloved street fruit in Nigeria. We elevate its natural elegance.
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Plantain (Ripe)
What it tastes like:
Not a banana. When fully ripe, plantain develops deep caramel notes, earthy, almost honey-like, with a starchy richness.
Where you'll find it: Caramelised into our Plantain & Sao Tome Chocolate Entremets.
Cultural context:
The backbone of West African cooking. We are taking it from savoury staple to luxury dessert.
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Zobo (Hibiscus)
What it tastes like:
Tart, floral, cranberry-like with a gorgeous ruby colour.
Where you'll find it:
Our Zobo & Lemon Madeleines, packed with punchy hibiscus compote.
Cultural context:
At celebrations across West Africa, you will find big pitchers of chilled hibiscus.
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Tango
What it tastes like:
Tangy, citrusy, almost sherbet-like. It's naturally packed with Vitamin C and has a unique citrus flavour.
Where you'll find it:
In our delicious Pistachio & Tango Millefeuille.
Cultural context:
A protected variety of tangerine originating from Tangiers, Morocco.
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Why this matters to you
These are not exotic gimmicks. They are ingredients with centuries of culinary heritage, finally getting the status they deserve. When you taste BEKIRI, you are not just trying something new, you are experiencing flavours that have told stories for generations, now reimagined for the luxury table.
How You Can Experience BEKIRI Before Everyone Else
We are currently in our pre-launch phase, which means we are doing strategic pop-ups and partnerships to perfect the experience before opening our flagship store.
Here's what's coming:
More pop-ups in cultural spaces. We love partnering with places like Somerset House and the 1-54 African Contemporary African Art Fair because they understand that food is culture.
Want early access? Reply to this email and let us know what excites you most. We are building a community of people who appreciate cultural storytelling through food, and we want you to be part of shaping what BEKIRI becomes.
As I told the Class of 2025 last week: "You are not just graduates. You are innovators, entrepreneurs, leaders, and storytellers. You are the people who will shape how the world eats, thinks about food, and experiences culinary culture."
That is true for all of us who care about what we eat and why it matters.
Thank you for being part of this unfolding story.
With gratitude,
— Annabel Ola
Founder, BEKIRI
P.S. Know someone who would appreciate this story? Forward this email to them. We are building a community of people who believe food should tell better, more diverse stories.
