This article first ran on TAPinto Westfield.

WESTFIELD, NJ — A former Wall Street banker who is starting a new venture here anticipates a sweet return on his investment.

Vikas Mittal of Hoboken is set to open a vegan bakery in Westfield on Friday. It is Cinnaholic’s first franchise in New Jersey.

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“Everything in our bakery here is 100 percent plant-based,” Mittal, 43, told TAPinto. “We want to have an animal-friendly culture here.”

Cinnaholic is set to open at 10 a.m. Friday and will offer $1 cinnamon rolls until 2 p.m., he said. Balloon artists and face painters will be on hand for youths, Mittal said.

After working in investment banking for 10 years, Mittal said, he found it tiresome and left the business.

Then he found Cinnaholic. Before investing, however, Mittal wanted to test out the product. “They sent me a dozen cinnamon rolls with different types of frosting,” he said. The sweet experience convinced him, Mittal said.

He also noted the growing popularity of vegan and dairy-free products. “It meets the right demographics,” Mittal said. “The vegan lifestyle is growing. People are aware of animal cruelty issues so it made sense.”

Of course, you don’t have to be a vegan to visit. The brand offers customers the option to create their own rolls, picking frostings and toppings, the company said.

The spot in Westfield will join locations 10 other states and Canada, the company said in a release. It started in Berkeley, California, in 2009.

“Vikas is the perfect person to grow the Cinnaholic brand in New Jersey,” said Shannon Radke, co-founder of Cinnaholic in the release. “His commitment to the community is outstanding, and he truly understands the Cinnaholic concept and business model.”

In brief

Sweet Deal: $1 Cinnamon rolls from 10 a.m. – 2 p.m. Friday, May 10.
Address: 18 Elm St., Westfield
Details: Cinnaholic cinnamon rolls are vegan and free of dairy, lactose, eggs or cholesterol, the company says.

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Email Staff Writer Matt Kadosh at; Follow him on Twitter: @MattKadosh

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