New Jersey’s first Cinnaholic, a vegan cinnamon roll shop that catapulted into foodie stardom after its California-based founders appeared on Shark Tank, has opened its doors in Downtown Westfield.

“There is a tremendous amount of excitement to serve our award-winning cinnamon rolls to the people of Northern New Jersey,” said Vikas Mittal, the owner of the new Cinnaholic franchise location in Westfield.

The new bakery, nestled between Ferraro’s and Patricia & Paul, specializes in build-your-own cinnamon rolls {20 different frostings!} and boasts that it is 100% vegan, free of dairy, lactose, eggs or cholesterol.

“I like big buns and I cannot lie,” posted blogger Sarah Jimenez with a photo of the Cookie Monster, Maple Pecan, Oh Sweet Matcha and Blueberry Pie Rolls.

To celebrate its Downtown opening, the bakery offered cinnamon rolls for only $1, prompting long lines at the newly opened establishment.

Photo courtesy Cinnaholic.