A small Hawaii cinnamon roll business is now competing on national television, a big break for the two owners and for local flavors.

• Hele Rolls owners Jessamine and her partner are racing a food truck across the country on Food Network's The Great Food Truck Race, hosted by Tyler Florence.
• The show found them through a direct message on social media, which they first assumed was a scam.
• They are known for cinnamon rolls with Asian-inspired twists, including matcha and ube, plus a rotating flavor of the month.
• Episodes air Sunday afternoons on Food Network and stream on HBO Max, with two more still to come.
• Orders run mostly through social media as preorders, four-packs, and large party trays.

Outlook: More episodes air over the coming Sundays, and a strawberry guava flavor is being weighed for September.