When two brothers, Destiny and Ray Odeh sit down for a meal, they ask one simple question: Was this made with love? For them, love isn’t just a seasoning, it’s the foundation of every memorable bite.

That philosophy became the driving force behind Made With Lov, a Nigerian food brand born in Birmingham but rooted in Benin City, Nigeria. Since its official launch in August 2023, the business has been quietly revolutionizing the West Midlands’ culinary scene with a blend of rich tradition, thoughtful innovation, and unwavering authenticity.

Growing up in a tight-knit family in Benin City, the Odeh brothers were surrounded by food, storytelling, and values of respect and responsibility. “Food was always about more than just eating. It was a way to connect,” Destiny saud. This deep cultural grounding paired with the royal pride Benin City instills in its people would later become the soul of their brand.

In 2021, as the UK’s food delivery market surged by over 50 per cent during the pandemic, the brothers noticed a glaring gap: Birmingham, a city celebrated for its diversity, had only one Nigerian restaurant actively operating at the time. And while many African eateries shifted to cloud kitchens, Destiny and Ray felt something crucial was missing personal touch. “I have a bone to pick with restaurants that serve food in plastic bags, it just doesn’t feel right.” Destiny said.

In response, the brothers began testing their concept through pop-ups at clubs and events in 2022. The overwhelming feedback confirmed what they suspected: people were hungry for more than just food, they were craving experience.

But success didn’t come easy. Just two days after launching Made With Lov, their head chef quit, unable to handle the surge in demand. With orders piling up, Destiny and Ray took over the kitchen themselves. Staffing challenges persisted, but the brothers remained steadfast, introducing strict training and quality control to ensure every dish met their standards.

Their commitment to excellence extends to every corner of the business. Meals include handwritten notes and name cards partially written in Edo, a nod to their heritage. “It’s not just food, it’s identity,” Ray said.

Inclusivity is another cornerstone. With a large Muslim population in Birmingham, Made With Lov made the entire menu halal, sourcing from certified butchers at increased cost. They also adapted traditional recipes for allergen safety creating a peanut-free suya spice blend so more customers could enjoy the signature flavour. “We use so much suya spice, but we make our own to avoid peanuts. No compromises, just thoughtful adjustments,” Destiny added.

The result is a menu that remains true to Nigerian roots while embracing a broader audience. And it’s resonating. From handwritten notes to personalised packaging, customers have responded with loyalty and enthusiasm often sharing their meals online and describing emotional connections to the flavours. One even said it reminded him of his late mother’s cooking.

As their customer base grows, so does their team. Though most hires are African, Destiny welcomes diversity in the kitchen. “I want Indian people to be able to cook African soup, that’s true cultural appreciation,” he said.

Looking ahead, Made With Lov has plans to expand to London, Manchester, and Dublin within two years. Interest in franchising has come from Toronto and Belgium. Though Nigeria isn’t on the immediate roadmap, it remains part of their long-term vision. Still, the Odeh brothers remain cautious. They’ve already turned down partners who didn’t align with their values. Uniformity is non-negotiable. If we ever have 50 branches, they all need to carry the same energy,” Destiny insists.

For Destiny and Ray Odeh, Made With Lov isn’t just a business, it’s a movement. One that believes food, when made with intention, has the power to connect people across cultures, generations, and continents.