Olu Olu's journey and why we do what we do

about us

A letter from management

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We want to thank you for taking the time to find out about our story, and why we do what we do. Olu Olu® Foods began life on a kitchen table in North London over 30 years ago, where Mr Olu began experimenting with an instant flour mix, which he would later call Poundo Yam Flour.

The idea of turning a very popular but time-consuming and labour-intensive meal, into an Instant Powder, would prove to be very popular at the time and still till today, and has in turn led to the establishment of a global Poundo yam industry, with at least a hundred different producers and manufacturers.

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Olu Olu® are now recognised as pioneering innovators, and market leaders within the African Foods Market. We have been awarded several Gold Stars from the Great Taste Awards of the Guild of Fine Foods, for the exceptional taste and quality of some of our product offerings.

Every single product we offer, has its own story. And because of our relentless attention to detail, every step of the production process is carefully managed to ensure nothing but love and mother nature go into all our food products. We hope our story is really the story of change that can happen in the world when one follows your instincts and try to add value to your culture and heritage.

Company Directors
info@oluolufoods.com

The Origin Poundo & Palmi

Over 30 years on and many are still unaware that Olu Olu® Foods developed the formula that positively revolutionised the way millions of Africans around the world eat ‘Pounded Yam’. As founding fathers of Instant “Poundo” flour, Olu Olu® is responsible for pioneering and popularising the concept of this flour and introducing it to the diasporan market.

Olu Olu® became one of the first companies to commercially package Palm Wine for export into the European markets in the mid 1980’s. By the late 90s Olu Olu® Foods had become the first company ever to produce African Ready Meals, through its microwavable tinned foods range. They introduced radical products such as canned Jollof Rice, tinned Yam Porridge and Egusi Stew to name a few.

Olu Olu® are recognised as pioneering pace setters, technological innovators, and market leaders within Africa and Exotic Health Foods Market. We have recently been awarded Gold Stars from the Great Taste Awards of the Guild of Fine Foods, for the exceptional taste quality of some of our product offerings.

Nourishing Lives, Giving Back

We also love to give back and be sustainable as we can. You can find out more about our charity program Olu Olu Gives Back below.

Learn more

old to new

the journey so far

Since our inception, we have proudly brought the flavors and richness of African traditions to the table while embracing innovation at every stage of our process. Over the years, our brand has evolved, reflecting the changing needs and desires of our consumers, all while remaining connected to the roots that tie us to our cultural heritage.

Join us on this journey of evolution and discover how tradition and innovation intertwine in every product we offer.

1980’S

Aligning with the company’s origins, Olu Olu’s very first logo was crafted by Mr Olu himself. The Olu ‘squared’ logo represents many things. It’s mathematical symbolism stems from the founders engineering background. It’s interior colours and design represented the company’s Nigerian heritage, based on foods grown in fertile African soil. But, perhaps most importantly, the O ‘squared’ represented Mr and Mrs Olu’s joint venture.

1990’S

Keeping much of the meaning, but shedding the mathematical connotations, the updated Olu Olu logo boldly foregrounded the founders’ names—unambiguously displaying the company’s name on each and every package; and incorporated an African village illustration into the logo. This brand recognition was important throughout the 2000s, as both legal and counterfeit competition in the Poundo flour market made brand recognition even more important.

2000’S

Having received recognition at the Great Taste Awards, a premium-feeling black and gold variant of the logo was developed. Lending the brand a new air of quality and prestige and allowing the logo to really pop out of the packaging; making the brand even more recognisable on store shelves. The new design also featured an ode to the brand’s heritage, in the form of a small golden icon of the village scene, making the overall brand tone less 'playful' and colourful.

2010’S

The brand is now becoming synonymous with the stripes in the font theme. But a while had past and we felt it was time to be revised and given a slight overhaul, boldening its appearance and making it appear more refined and commercial, improving on the round edges and smooth corners of the text. The African village scene illustration was commissioned to a renowned British illustrator, who revised our original design and made it more contemporary.

2020’S

The 2020s marked a rebranding and restructuring phase for the company, shedding bold, bulky typefaces for a cleaner, more commercial look. Moving away from a dark, serious tone, the brand embraced lighter colors and softer tones. Notably, the board made a bold move by removing the stripes from the logo text—a hallmark for 30 years. The new logo condenses decades of history, combining a heritage-focused graphic with a sleek, modern typeface.

Every piece counts

Zero waste

Most of our products are made from Root Tubers, Palm Trees, Plantains and Coconuts. What’s great about these? That we can use every single part of them! We closely monitor food waste and recycle as much as possible. Items that can’t be recycled on the other hand, are sent for conversion to new energy to ensure that nothing is left to waste.

Flour

Whether used alone or in combination with other flours, tuber flours are naturally gluten-free while packing a nutritious punch filled with vitamins, minerals and carbohydrates. Unlike many other types of flour, tubers like cassava and yam can thrive in poor quality soil with limited water. Thus sidestepping the need to clear forests, use excessive fertilizer or waste water; doing their part to mitigate climate change!

Medicine

While many across the world enjoy their flavour and sustenance, these tubers hide many medicinal benefits. Yams have been shown to help manage regulate the blood-sugar of diabetics. While both harbour abundant antioxidants and anti-inflammatory compounds, holding the potential to prevent the onset and symptoms of chronic disease. Mention about thats why you can now find yam capsules and supplements.

Biofuel

As they grow, these tasty tubers capture and store carbon dioxide (CO2) from the atmosphere—a process known as sequestering carbon. Once grown, cassava and yam can be fermented to produce biofuel, which can then be burned to power everything from cars to schools. This process is carbon neutral! Transforming the humble cassava and yam into a new way to power our lives.

Snacks

From fritters and fries to chips and cakes, cassava and yam are versatile culinary tubers. These snacks transform the original tuber’s rich nutrients into treats with long shelf-lives. Allowing them to be more easily and effectively stored and exported. Supporting local economies while bringing the world a variety of tasty snacks.