Cinnaholic, a cinnamon roll shop known for its many flavors and Instagram appeal, is opening its first Middlesex County location in Metuchen.
The second Cinnaholic store in central Jersey, which follows a Westfield location that opened three years ago, will open on Friday, August 5, next to Metuchen Town Plaza and under the Woodmont Apartment Building at 33 New St.
The vegan bakery chain, which debuted on “Shark Tank” and has 70 locations, will celebrate the opening from 10 a.m. to 2 p.m. During this time, each visitor can buy a cinnamon roll for $2 (rolls usually cost between $6.75 and $7.50).
All Cinnaholic products are vegan and free of dairy, lactose, egg and cholesterol. Popular cinnamon roll flavors include Cookie Monster, with cream cheese frosting, cookie dough, chocolate chips and chocolate sauce; caramel apple pie, with caramel frosting, pie crumble, apples and caramel sauce; and Campfire S’mores, with marshmallow frosting, graham crackers, marshmallows and chocolate sauce.
Seasonal flavors are also available, such as the current line of music-inspired rolls that pay homage to New Jersey musicians, such as Welcome to the Black Parade (a tribute to My Chemical Romance), with chocolate frosting topped with bite-size pieces brownie, chocolate chips and chocolate sauce; and Glory Days (Bruce Springsteen), with banana frosting, banana bread, chocolate sauce and powdered sugar.
Other products include edible cookie dough, brownies, cookies, miniature buns and cinnamon rolls.
The bakery offers over 20 frosting flavors and 20 topping choices for those who want to create their own cinnamon roll. The customizable nature appealed to Danny Cohen, an East Brunswick resident who owns the Metuchen location after stumbling across the Westfield store.
“It’s like a Chipotle where you create your article however you want,” Cohen said. “It’s unique and different, but I see this trend emerging more and more.”
Unlike other Cinnaholic locations, the Metuchen store sells Gregorys Coffee, as Cohen was familiar with the heavily vegan coffee brand when he lived in New York.
Also unique to the Metuchen store, the new location is kosher. Cohen periodically kept kosher and worked at Lox Stock & Deli in Milltown, a kosher grocery store.
Cohen has also served as a dealership manager at various arts centers.
The 1,000 square foot Metuchen store has a dozen indoor and outdoor seats and is surrounded by additional seats in the town square.
“Metuchen is a great food town,” Cohen said. “People come here from surrounding towns to eat, and there’s a booming population of people arriving with the train station and new apartments.”
Go: 33 New St., Metuchen; opening on August 5; locations.cinnaholic.com/ll/us/nj/metuchen/33-new-st/; 732-318-6240.
Jenna Intersimone has been a staff member of the USA Today Network New Jersey since 2014, having become a blogger-turned-journalist after founding her award-winning travel blog. To get unlimited access to her food, drink and fun stories, please subscribe or activate your digital account today.