Stuffed Full of Success

Joanne Su with her mouth-watering donuts

When Joanne returned home to Napier after graduating in Auckland and completing an internship at Walt Disney World in Florida, she found herself at a crossroads. With her hometown roots and a head full of big ideas, one question lingered: What now?

Growing up with a serious sweet tooth and a love for baking, she’d long dreamed of creating something of her own. Back home in Napier, she noticed a gap – at the time there wasn’t a space purely dedicated to indulgent, handcrafted sweet treats. So, as a determined young woman in her early 20s, armed with a wild dream and a ‘now or never’ attitude, she decided to build it from scratch – right in the midst of a global pandemic.

Starting any business is tough. But she made a promise early on – if it didn’t work out, at least she’d fail trying. And if it wasn’t a success? It would be a lesson. That mindset became the foundation of what would soon become Stuffed: a little dream, a big craving and a whole lot of sugar. She thought, what the heck – it’s now or never.

Her time at Disney World – ‘the most magical place on earth’ – played a big part in shaping her vision. There she saw how even the smallest moment could brighten someone’s entire day. She wanted to recreate that magic back home – not with castles or fireworks, but with something simpler. Something edible. Something joyful.

Stuffed began in 2020, and after months of planning, recipe testing and figuring things out as she went, the doors officially opened in early 2021. Originally launched as a full sweet shop, it didn’t take long for one menu item to rise to the top: donuts. Big, fluffy and – true to the name – generously stuffed. Within months, donuts became the shop’s hero, accounting for more than 75% of sales and constant demand from customers. The rest, as they say, is history.

Everything served at Stuffed, from the iconic donuts to cookies, macarons, shakes and seasonal treats, is made from scratch using locally sourced ingredients and a whole lot of love. No mass production. No shortcuts. Just small-batch, handcrafted goodness. The flavours are always changing, and with over 50 stuffed shake flavours, the menu is anything but boring. From the beginning, keeping things playful, colourful, over-the-top yet simple and sweet has been the brand’s DNA.

In the summer holidays of 2024/25, Stuffed took its first leap beyond Napier with a pop-up at Hawke’s Bay Airport during the busy holiday rush. By March 2025, a new store had opened in Hastings. What started as a short-term set-up soon became permanent, further growing the Stuffed family.

Over the years, the business has grown, and so has the team. Some of the original staff are still there, and their energy, creativity and loyalty have helped shape the culture behind the counter. For Joanne, the team is everything. Managing people was one of the scariest parts of starting a business, but the right people have made it a joy.

Stuffed isn’t what it was on day one – it’s evolved, expanded and sweetened with time. And one thing’s for sure: the best is yet to be Stuffed!

Lemon Curd & Blueberry Donut Trifle

INGREDIENTS

• Stuffed donuts, cut into bite-sized chunks – vanilla-glazed is recommended

• Whipped cream

• Lemon curd (quick recipe below)

• Blueberry compote (quick recipe below)

• Crushed meringue or shortbread for

  crunch (optional)

  
  

LEMON CURD

• 1 cup lemon juice

• 1 tsp lemon zest

• 1 whole egg plus 2 egg yolks

• ⅓ cup standard sugar

• 60 g butter, cut into cubes

• Pinch of salt

  
  

BLUEBERRY COMPOTE

• 1 cup blueberries

• 1 Tbsp lemon juice

• 1 Tbsp standard sugar

• Splash of vanilla (optional)

• Pinch of salt

This isn’t your nana’s trifle. It’s layered with soft donut chunks, tangy lemon curd, whipped cream and a quick blueberry compote. It’s sweet, tart, creamy and just messy enough to feel fun. Perfect for using up leftover donuts – or making sure there are no leftovers.

For the curd, whisk everything except the butter in a heatproof bowl. Place over a pot of simmering water and stir constantly until it thickens (about 8–10 minutes). Take off the heat, stir in butter and cool completely.

For the compote, cook everything in a small pot over low heat for 5–8 minutes until soft and jammy. Cool before using.

Assembly:

Start with a layer of donut chunks.

Add whipped cream.

Spoon in lemon curd.

Add blueberry compote.

Repeat the layers.

Top with cream, a drizzle of curd and a few fresh berries.

Chill for at least 30 minutes before serving.

Optional crunch: sprinkle over crushed meringue or shortbread just before serving.

Stuffed Ice Cream Sandwiches

What do you do when you’ve got a couple of leftover Stuffed cookies and a tub of ice cream in the freezer? You make something that’s equal parts nostalgic, creamy, chewy and fun. These Stuffed Cookie Ice Cream Sandwiches are the kind of treat that feels a bit messy, a bit magic and a lot like summer, but honestly, they hit just as well on the couch in winter. They’re easy to make, store well in the freezer and you can dress them up or keep them simple. All you really need? Good cookies and great ice cream.

INGREDIENTS

• 2 Stuffed cookies – any flavour

• 1–2 scoops of your favourite ice cream

  
  

Optional: sprinkles, choc chips, nuts or

sauce for rolling and drizzling

Soften the scoop: Take your ice cream out of the freezer and let it soften for about five minutes – just enough to scoop easily without melting everywhere.

Build your sandwich: Place a generous scoop of ice cream on the flat side of one cookie. Top with the second cookie (flat side down)and gently press together. You want the ice cream to spread out, but not fall out.

Add the extras (optional): Roll the edges in sprinkles, mini choc chips or crushed nuts. If you’re feeling bold, drizzle over some chocolate or caramel sauce too.

Freeze to set: Wrap each sandwich in baking paper or cling film and freeze for at least 1 hour.

Serve and enjoy: Take them out of the freezer a few minutes before serving so the cookies soften slightly. Then bite in. No fork required.

Tip: Make a few at once and stash them in the freezer. You’ll thank yourself later.

Make sure you check out these mouth watering treats in person at Stuffed Napier and Hastings!