He Started Selling Homemade Banana Pudding as a Side Hustle, Now It's a $450K Business

Lloyd Ortuoste was staring at a repair bill that made him sick—£1,120 ($1,500) for his smashed-up car.

At 33, he didn't have that kind of cash just sitting around. So he did what he had to do. Started whipping up desserts in his kitchen, selling them to anyone who'd buy, just trying to make enough to get his car back on the road.

Fast forward to now, and that desperate side gig has become Baonanas. He's pulling in £335,430 ($448,961) a year from his spot in Jersey City. All because he needed to fix a fender and couldn't afford it. Sometimes the best businesses start when you're backed into a corner.

A Fender Bender Sparks a Sweet Idea

In 2015, Ortuoste, then a college student, faced a financial setback when a hit-and-run damaged his 20-year-old Subaru, leaving him with a £1,120 ($1,500) repair bill.

Unable to cover the cost, he and his then-girlfriend, now wife, Trisha Villanueva, turned to his knack for making banana pudding, a treat already popular among friends.

They launched the 'Baonanas' hashtag on Instagram to sell homemade puddings, quickly raising the funds needed.

Ortuoste told CNBC on 10 July 2025, 'I always say he's a silent partner, whoever hit my car.'

The overwhelming response revealed a business opportunity, transforming a one-off fundraiser into a full-fledged venture.

X posts from @CNBCMakeIt on 10 July 2025 state, '33-year-old started selling banana pudding to pay for a $1,500 fender bender—now his business brings in $450,000 a year.'

From Kitchen to Celebrity Status

Baonanas evolved rapidly from a kitchen-based side hustle to a viral sensation. By 2018, Ortuoste and Villanueva opened their first brick-and-mortar location in Jersey City, followed by two more at its peak.

The business's Instagram presence, as noted on Baonanas' website, amplified its reach, with orders flooding in after the initial hashtag campaign.

Ortuoste shared in a CNBC video on 10 July 2025, 'I never thought I'd be an entrepreneur. It was just supposed to be a quick fix.'

The company's catering and wholesale operations now account for a significant portion of its £335,430 ($448,961) annual revenue, servicing events and retailers across the region.

Building a Sustainable Dessert Empire

Baonanas' success lies in its adaptability and focus on quality. Operating from a single Jersey City outpost since consolidating from three locations, the business prioritises wholesale and catering, with dozens of flavour variations keeping customers engaged.

Ortuoste's decision to keep his old Subaru reflects his grounded approach, reinvesting profits into the business.

According to CNBC, Baonanas' growth mirrors that of other accidental entrepreneurs, such as a popsicle business that scaled to £47,000,000 ($62,891,640) annually.

Ortuoste's story resonates with aspiring entrepreneurs, proving that small ideas can yield big results.

He told CNBC, 'If I could meet [the hit-and-run driver], I'd owe them a lot of hugs.' Baonanas continues to expand its reach, with plans to explore new markets while maintaining its community-driven ethos.

By leveraging social media and a passion for unique banana pudding flavours, he built a business that not only thrives financially but also inspires a diverse audience of students, professionals, and dreamers.

Baonanas' success, driven by its community roots and adaptability, reflects the potential for small ideas to create a lasting impact. He exemplifies how adversity can spark innovation in the true sense.

As Ortuoste continues to expand his vision, his story encourages aspiring entrepreneurs to embrace setbacks as opportunities, proving that with dedication, even the humblest beginnings can lead to remarkable achievements that resonate far beyond the kitchen.