THE HIVE’S “CINNIES” HAVE HIT IT BIG
If you’re a cinnamon roll fanatic (and who isn’t?), then you’ve probably heard about the wildly popular ones being sold at The Hive, in Hoboken and Jersey City, New Jersey. Since it opened its doors in 2020, founders Catherine Willhoit and Kristin Karotkin have found themselves at the ooey-gooey center of a cinnamon roll storm, all thanks to their irresistible “Cinnies,” which locals and tourists alike spend hours waiting in line for before they sell out.
But coming up with the perfect cinnamon roll recipe was no easy task.
“We took over three years of recipe testing before we nailed down our perfect dough – not too dense, but not too airy; not too sweet but not savory – and played around with filling and frosting ratios to ensure they balance each other,” Catherine told us. “Once we’d ironed out the logistics within our shop, we chose a date in January to launch our classic cinnamon rolls and took a leap!”
The response, according to Catherine, was immediate. “Our announcement reel garnered thousands of views within the first hour and continued growing more than any other content we shared at the time,” she said. “And on the day we launched them in January 2022, it was a brutally cold, snowy morning and surprisingly, we had a line down the block, all for our cinnamon rolls.”
The Hive’s Cinnies are a true labor of love. The dough is handmade before being rolled up with sweet cinnamon filling, cut, slowly proofed, baked for 22 minutes, allowed to cool slightly, topped with tangy cream cheese frosting, and served while still warm. And if you want to replicate this experience at home (and skip the line), The Hive’s bake-at-home Cinnies are shipping nationwide on Goldbelly.
“Our classic Cinnies are that perfect balance of sweet, tangy, and lightly spicy with our brown sugar cinnamon filling,” Catherine added. “We also mix up flavors each month at our shops, which keeps things fresh for our regular customers. And through Goldbelly, we offer both classics and our popular Sistersnacking Blueberry Pancake Cinnamon Rolls.”
The best part of the cinnamon roll, as we all know, is that gooey, cinnamon-y, buttery center. The Hive’s Cinnies are renowned for their irresistible gooeyness, and if you’re making them at home, Catherine revealed the simple secret behind them: “Right before we bake them, we pour a little bit of cream across the tops of our rolls to help up the ooey gooey goodness.”
Another pro tip? Take your time. “If you don’t allow your rolls enough time to rise before going into the oven, they won’t bake properly,” she said. “Be patient with this process, and don’t rush it.”
Read More: The Best Cinnamon Rolls
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