Yousif Aslam is a multi-venture entrepreneur who has spent nearly two decades in the food and beverage industry. As the former co-founder and MD of Heavenly Desserts, he built the brand into a 70+ site international franchise spanning the UK, Canada, Germany, and Pakistan, generating over £36 million in annual network system sales.

After exiting the business, Yousif has channelled everything he has learnt into building a portfolio of new ventures. Today he runs YSF Advisory, a practitioner-led consultancy helping F&B brands scale. Alongside this, he is actively launching multiple new ventures spanning technology, education and food and beverage - all currently in development and set to launch in the coming months.

Named Leader of the Year at the 2024 C-Suite Awards and featured as an industry expert on BBC's The Apprentice advising candidates alongside Lord Alan Sugar, Yousif is recognised for his ability to operate across strategy, culture, and execution simultaneously.

Beyond business, he is a passionate advocate for founder health and performance, trains Brazilian Jiu-Jitsu, and encourages leaders to treat their physical and mental wellbeing with the same rigour they apply to their businesses. A proud father, he is driven by the belief that the businesses we build should reflect the values we hold and the legacy we want to leave for those who come after us.

Current Ventures

• Founder of YSF Advisory, a strategic consultancy for F&B brands

• Currently building a number of new ventures in the F&B space, launching in the coming months