Chef News is sponsored by the the Kitchen Porters Club
A daring career-change by a global financier in his mid-fifties has led to a dynamic new British start-up driven by a passion for delectable desserts from days gone by.
Mohamed Dadabhoy enjoyed a highly successful career in global banking operations, spanning 35 years and working for some of the most recognisable financial brands in the world, including Credit Suisse, Deutsche Bank and Bankers Trust.
Following a 360° life review Dadabhoy made the frankly risky decision to step away from his solid financial career, move back to the UK to be nearer family, and finally follow his true passion – to become a chef.
Committed to his vision, Dadabhoy trained with the best of the best at Le Cordon Bleu London and Bangkok, a prestigious and renowned culinary school, world-renowned for its excellence in hospitality and gastronomy education.
Graduating from Le Cordon Bleu, Executive Pastry Chef Dadabhoy then honed his skills in the professional kitchen at Fallow, London.
Following his dream of reinvigorating classical British puddings with a fresh and sustainable twist, Dadabhoy, together with business partners Minesh and Hoosein, co-founded a new, independent venture aligned to their aspirations.
Concept: A passion for pud
Sourcing the finest ingredients to revitalise quintessential British desserts, with a sustainable outlook, a focus on depth of flavour and a nod to nostalgia.
Delivery: 4 weeks express to market
A whirlwind of activity ensued, including location scouting, shop fit out, product testing, menu review, recipe refinement, brand development and ingredients procurement.
Launch: Boldly swapping finance for flour – a new brand is born
What’s For Pud? opened its doors on Lexington Street, Soho, London in April 2025, to excitement from locals and tourists alike – keen to sample the divine desserts made in-store.
The evolving menu has already introduced a special classic pudding of Bread & Butter with a twist. It also includes hot beverages (Matcha Latte anyone?), a range of freshly baked cookies, soft My Whippy inspired iced desserts and tasty retro throwbacks:
- Delectable Spiced Apple Crumble: warm and comforting, drenched in a deep velvety rich vanilla custard.
- Chocolate Fudge Pudding; a moist cake oozing with silky chocolate custard and topped with a delicious chocolate crumb.
- Cardamom Rice Pudding; slow-cooked to perfection in cardamom-infused milk, delightfully partnered with strawberry sauce and a rich malt and honey puffed crumb.
Chef Dadabhoy said “We’re on a mission to create and elevate classic British puddings to delight our customers, spark nostalgia and create fun, fresh, memorable experiences for all.
“Changing careers in your fifties is all about following your passion, and I’m extremely passionate about my dishes, and love being able to share that joy with every spoonful – so watch this space to find out what’s coming next!”
What’s For Pud? (WFP) is growing their range of retro British puds with some lucky customers enjoying a preview of new dishes before official release. Known for their abundant portions with generously flowing luxurious custard, the vision behind the brand is clear to all, with Dadabhoy’s passion shining through:
“One of the nicest people you’ll ever meet – warm, welcoming, and genuinely cares about his customers. He takes pride in what he does, and it really shows….”
Google review – Daisy
With an ever expanding menu range, and plans for further eateries and exciting pop-ups across London this summer, make sure you’re following What’s For Pud? to keep informed with how this brave new British start-up evolves and grows.
Expect bespoke offers, menu specials and cultural pop-up locations. WFP is now also available in the Appetite app, and to order via Deliveroo, Just Eat, Uber Eats to enjoy from the comfort of your home or office.
Chef News is sponsored by the the Kitchen Porters Club
