A lust for life combined with a passion for health and wellness makes for a perfectly blended concoction. This is what motivated Bola Mollie Obileye, a UK certified health coach and fashion connoisseur, to create Skinny Cook and Jitterbug — two healthy brands that help people find their fabulous. The consummate entrepreneur, who was one of Gordon Ramsay’s Future Food Stars, speaks to AMAKA about the secret behind her success and helping others find their natural rhythm. 

Grounded in innovation and effervescence, Obileye has sparkled onto the food scene with her apple cider vinegar seltzers and healthy West African food alternatives. Jitterbug, a UK-based premium soft drink launched in 2019, is the brainchild of Obileye. The tonic, infused with apple cider vinegar, fruit juices and sparkling water, has won the founder two start-up and innovation awards, including being named as the winner of the 2019 World Beverage Innovation Awards. The drink, which contains just 39 calories per serving, is stocked at over 700 Holland & Barrett stores across the UK, and in small outlets in Spain and Ireland. Jitterbug drinks are vegan, recyclable and claim to be 100 percent natural and free from artificial ingredients and sugar. 

Tired, overweight and ill, Obileye launched the Skinny Cook in 2016 to promote a healthy take on West African and Nigerian food. “I was so violently ill that the doctors thought I had the big C,” she says. “At the time I made a promise to God that I would turn my life around because in those moments you can’t help but think of all the things you are yet to accomplish. When the doctor told me I didn’t have cancer, I knew I had to hold up my end of the bargain. I buried the old Bola as I got a second chance at life.”

Chic. Bold. Iconic. Those are some of the words the 1950s enthusiast uses to describe herself. For the mother of two, presentation is an important element of business, and this is apparent in her branding. Obileye thinks entrepreneurship, much like fashion, is an art form that requires vision, creativity and passion. “Fashion has been the one constant in my life, ever since I was a young girl because it's idiosyncratic.” 

The fashion connoisseur moved to London aged 19 to study a joint bachelor’s degree in computing and business at London Guildhall University. The fifth or six children, Obileye, born in Lagos, credits her happy upbringing in Nigeria, and her flair for business as the reason for her go-getter attitude and success. The 48-year-old entrepreneur who has a background in IT, has worked as a business analyst, started Britain’s first Black bridal magazine, owns a fashion line, and is now on a new adventure in the food sector.

The health scare that turned into a business plan

AMAKA: You credit a health scare for giving you a second chance at life, which eventually led to the creation of Skinny Cook and Jitterbug. Why does healthy eating and a healthy way of making African food, especially West African/Nigerian food matter to you? 

Bola Obileye: Nigerians love a particular type of food; I grew up on this and giving that up was never an option, it’s a true testament of not taking no for an answer. I fought my way back to sound health by following a healthier lifestyle and diet through the Skinny Cook, which I launched soon after my health scare and lost 24kg in three months. 

I made a promise to turn my health and life around, so it was important I found a solution to put my stews, jollof rice and treats back on the table with a twist. There is a misconception that African food, health and weight loss can’t be synonymous because it's full of calories. Our alternatives, like the Skinny jollof, suya and cake mixes, are nutrient dense without sacrificing that West African flavour. We can eat our sauces and soups without rice, amala or eba, instead we can add fibre or Lupin flour to enrich the eating experience. I wanted to retrain myself and teach others to eat better and do better for ourselves, we can enjoy food in moderation and still lead a healthy life.

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Why is it important to you to share a taste of Africa with the world through Skinny Cook? And why do you think your brand is the best tool to do that? 

 Africa's time is now. The grand rising and cultural revolution is here. The motherland has always been on the up for us but now the world is tuning in. Our music, dances and fashion are trending. We bring energy and colour to the world. When everything comes together, food solidifies it. It’s up to us to join the world cuisine and through Skinny Food I share a healthy taste of Africa, without compromising its flavour and spices.

Overcoming challenges and becoming a beacon for women bosses

You were a contestant on the BBC One show Future Food Stars with Gordon Ramsay, what has this experience meant for Jitterbug and yourself?

It was amazing to be picked by Gordon Ramsay as one of 12 of over 5,000 applicants. I always knew Jitterbug was a great product, but the show gave it exposure and credibility, leading to it being stored in Holland & Barratt and me signing with a management company. I didn’t know what to expect, but it was great fun and I got to be around other entrepreneurs. Although I didn’t win it was an eye-opener that solidified it’s a dog-eat-dog world. 

What are some of the challenges you have encountered on your journey so far and how have you overcome them? 

Being a woman in business is lonely, it’s an isolation I wasn’t prepared for and there’s no one to run to. The main challenge was the lack of support, especially when stepping into a new industry and uncharted space and balancing that with being a mother and wife. Having no mentors to guide you is hard, and when they’re there it’s like an illusion, you can see them, but you can’t really reach them as it's all hidden behind an iron wall. I’ve learned it's ok to make mistakes and depend on myself. I strive to open doors and become the mentor I needed, to other women — that’s what keeps me going. 

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Fashion. Fun. Flair.

You have worked in various sectors, including fashion, and founded the first Black British bridal magazine, Continental Bride, before digital media came along. Now you have successfully pivoted into the food industry with your brand which is stocked at Holland & Barrett. How have your previous experiences shaped your entrepreneurism and helped you in the business of food? 

My multifaceted background gave me many gifts, but the one that has helped me the most is an eye for a good picture. Pulling that into Jitterbug allowed me to pivot into the food sector because I know the importance of engaging people. Working as a business analyst in the IT sector taught me transferable skills like the elements needed to run a successful company such as conducting feasibility studies and recognising gaps.  

Getting married was the catalyst that pushed me out of the 9- to-5 mentality. I struggled to plan my wedding because there were no magazines or event management firms catering to Black weddings. And as a solutions provider, I launched Continental Bride in 2001 — a magazine focussing on Black brides and People of Colour. Running everything myself was stressful, but it was a character building experience that gave me the confidence to be innovative, fearless, and prepared me for the digital world. 

You describe your style as chic, bold, and iconic. How has your fashion sense influenced the Jitterbug brand, which pays homage to the 50s, and why is this something that resonates with you? 

The 1950’s, or the Golden Era, is renowned for flamboyance and self-love, filled with the post-war hope and the civil rights movement. It was a period of growth and rebirth. Those aspects are at the core of my personality, but the dances truly drew me in. They were energetic, fun and exuberant — everything that defines me and echoed my mood at the time I created Jitterbug. I started it just as attitudes towards health and wellness were changing, and more people wanted to lead a healthier and sustainable lifestyle. Jitterbug and the drinks are all named after popular dances. We eat and drink with our eyes first, so I wanted Orange Jive, Lemonade Swing and Berry Hop to evoke the sense of the era.