rose&vanilla

What rose&vanilla does

Rose & Vanilla is a Dutch patisserie founded in 2011 by Daphne and Erik, producing gluten-free, dairy-free, mostly vegan, and organically certified cakes and pastries at a central production bakery in Nieuwegein. The catalogue spans more than 33 SKUs, including signature large cakes (Wortel Taart, Kokos & Citroen Taart, Chocolade & Kokos Taart, Mango & Yuzu Cheesecake, Frambozen & Aardbei Cheesecake, Tiramisu, Appel Taart), petit fours, brownies, cakejes, seasonal cheesecakes, and ancillary products like granola and gift cards. Core technology is craft-based: in-house proprietary recipes using aquafaba as an egg replacer, clean-label ingredient sourcing (with named cocoa, carrot, and apple farmers), and dual certification under the Glutenvrij Normenset 2011 and organic (biologisch) standards. All products are developed and manufactured in-house at the Nieuwegein facility.

The business operates a hybrid go-to-market. Two owned cake cafés (Amsterdam at 1e Constantijn Huygensstraat 31, and Utrecht at Amsterdamsestraatweg 13, reopened August 2025 after an April 2025 fire) serve as flagship retail and brand-building assets. A Shopify storefront on roseandvanilla.nl handles direct online orders for pickup and delivery. B2B wholesale is executed by a dedicated sales team (Erik and Suzanne) targeting horeca, bakeries, and organic retail, fulfilled through five foodservice distributors (Van Eck, Koekela, BD-Totaal Organic Foodservice, Udea, Rungis Express) and listed with nationwide chains including Ekoplaza, Marqt, and Anne & Max, totaling more than 100 named venues. D2C delivery is further extended through marketplace platforms Crisp, Taart Brigade, and De Lokalist. Pricing is unit-based and published in EUR across consumer SKUs (€1.90 individual petit fours to €42.50 12-person cakes). Primary customer segments are individuals with dietary restrictions (coeliac, lactose intolerance, vegan) and general pastry lovers seeking inclusive, premium options, with secondary B2B segments in hospitality and organic retail.

Name

rose&vanilla

Legal name

Rose & Vanilla

Website

https://roseandvanilla.nl

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Rose & Vanilla is a Dutch patisserie, founded in 2011, that produces gluten-free, dairy-free, mostly vegan, and organic-certified cakes and pastries at a Nieuwegein bakery, selling them through two owned cafés in Amsterdam and Utrecht, a Shopify storefront, and a nationwide B2B wholesale network spanning 100+ hospitality and organic retail venues.

Ownership category

akta.pro rank

Product category

Specialty Patisserie

NAICS

Baked Goods Retailers (445291), Retail Bakeries (311811), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Patisseries & Dessert Boutiques (CRAHAGAB)

akta.pro secondary industries

Cake Shops & Custom Celebration Cakes (THAFAFAC), Vegan/Allergen-Free Dessert Shops (THAFAGAL), Online Bakery & Desserts Delivery (CRAHAIAK), Pastry, Cakes & Desserts Wholesale (AFAIAFAB)

Keywords

• Gluten-free bakery
• Vegan patisserie
• Organic confectionery
• Allergen-free cakes
• Specialty pastries

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Café sales (in-house): Revenue from walk-in customers purchasing cakes, pastries, coffee, and high tea at the two owned cake cafés in Amsterdam and Utrecht.
2. Direct e-commerce / order & collect: Online orders placed through the Shopify storefront for pickup at cafés or scheduled collection, covering cakes, petit fours, and gift cards.
3. B2B wholesale to hospitality and retail: Supply of pastries and cakes to horeca (restaurants, cafés, hotels), bakeries, and organic retail chains. Fulfilled via a direct sales team and food service distribution partners.
4. Marketplace / delivery platform sales: Products sold through third-party delivery platforms Crisp and Taart Brigade for direct-to-consumer home delivery.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Rose & Vanilla is a Dutch allergen-free patisserie that develops, manufactures, and sells a full range of gluten-free, dairy-free, mostly vegan, and certified organic cakes and pastries. Products are sold directly to consumers through two owned cake cafés (Amsterdam and Utrecht), an e-commerce storefront, and third-party delivery platforms, and supplied wholesale to hospitality venues, bakeries, and organic retail chains across the Netherlands. All production takes place in-house at the dedicated bakery in Nieuwegein.

Product overview

Rose & Vanilla is a Dutch patisserie operating two café locations in Amsterdam and Utrecht, with a central bakery in Nieuwegein. The company produces gluten-free, dairy-free, (mostly) vegan, and organically certified cakes and pastries. The core product portfolio centers on signature cakes including Wortel Taart (Carrot Cake), Frambozen & Aardbei Cheesecake, Kokos & Citroen Taart, Chocolade & Kokos Taart, Mango & Yuzu Cheesecake, Appel Taart, Mokka & Hazelnoten Taart, and Tiramisu, offered in multiple sizes (individual petit fours, 6-person, and 12-person formats). Additional products include brownies (Walnoten Brownie, Koffie Brownie), cake varieties (Classics Cakejes, Flowery Fruity Cakejes), seasonal offerings (Cassis Cheesecake, Duindoorn Cheesecake), and filled cookies (Gevulde Koek). The company also sells ancillary products including Granola, gift cards, and branded tote bags. Services include café dining with coffee and cakes, high tea reservations, and catering for events. Products are available for pickup at cafés, delivery through partners (De Lokalist, Crisp, Taart Brigade), and wholesale distribution to hospitality, foodservice, bakeries, and organic retail channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Carrot Cake (Wortel Taart)

Quantifiable outcome

• 100% of pastries are gluten-free, dairy-free, colourant-free, soy-free, palm oil-free, and free of refined sugars; certified organic
• +1 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core, minor and flagship.

• Van Eck Patisserie & IJsspecialiteitencoreChannel Partner/ Reseller/ DistributorFoodservice distribution partner supplying Rose & Vanilla products to hospitality and foodservice businesses across the Netherlands.
• KoekelacoreChannel Partner/ Reseller/ DistributorFoodservice and retail distribution partner for Rose & Vanilla products, with a physical location in Rotterdam.
• BD-Totaal Organic FoodservicecoreChannel Partner/ Reseller/ DistributorOrganic foodservice distributor delivering Rose & Vanilla pastries to businesses across the Netherlands.
• UdeacoreChannel Partner/ Reseller/ DistributorOrganic foodservice distributor for Rose & Vanilla products in the Netherlands.
• Rungis ExpresscoreChannel Partner/ Reseller/ DistributorFoodservice logistics partner for Rose & Vanilla's B2B supply chain.
• CrispcoreChannel Partner/ Reseller/ DistributorOnline grocery delivery platform through which consumers can order Rose & Vanilla products for home delivery.
• Taart BrigademinorChannel Partner/ Reseller/ DistributorCake delivery platform listing Rose & Vanilla products for consumer home delivery orders.
• De LokalistminorChannel Partner/ Reseller/ DistributorLocal delivery platform enabling consumer orders of Rose & Vanilla products for pickup in their area.
• Mercis bv (nijntje)flagshipStrategic or Co-development PartnerRose & Vanilla developed a special nijntje (Dick Bruna) worteltaartje for nijntje's 70th birthday in partnership with the nijntje museum and Mercis bv (the company managing nijntje copyrights). This is a flagship product collaboration with significant brand exposure.
• Bellamy GalleryminorGTM or Marketing PartnerA collaborative photoshoot held at the Rose & Vanilla Amsterdam café with Dutch fashion brand Bellamy Gallery (known for honest, timeless clothing). The collaboration included a joint Instagram giveaway and reinforced shared values of conscious living and sustainability.
• RovastaminorOthersRovasta, a leader in stainless steel custom work since 1967, provided custom stainless steel equipment for the production of the nijntje worteltaartje collaboration.
• Silikomart S.r.l.minorOthersSilikomart S.r.l. provided the custom silicone moulds for the nijntje-shaped worteltaartje product.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Erin McKenna's Bakery: US vegan and gluten-free bakery with retail locations. Comparable as a pioneer in dedicated vegan/gluten-free patisserie retail, providing a model of how allergen-free patisserie brands can scale physical retail.
• Vitality Bakes: UK-based allergen-free and free-from bakery brand focused on gluten-free, dairy-free baked goods. Comparable to Rose & Vanilla as a free-from bakery brand, though operating in a different geography with a more grocery/retail orientation.
• Ms. Cupcake: UK vegan bakery offering cakes, cupcakes, and pastries with both retail and online ordering. Comparable to Rose & Vanilla in being a dedicated vegan/allergen-free bakery with a multi-channel model (café, e-commerce, wholesale).

Broad incumbents

• Bakker Bart: National Dutch bakery chain with broad packaged and fresh bakery offerings. Relevant as a broad incumbent competitor in everyday Dutch bakery, increasingly adding allergen-free SKUs that overlap with Rose & Vanilla's segment.
• La Place: Large Dutch restaurant/café chain with broad bakery and pastry offerings within a wider food-and-beverage portfolio. Comparable as a broad incumbent in the Dutch casual bakery and celebration-cake space, though it does not focus on the allergen-free niche.

Direct peers

• De Bakkerswinkel: Multi-location Dutch bakery-café concept serving artisanal breads, pastries, and high tea in neighbourhood settings. Operates a similar in-café + retail bakery model to Rose & Vanilla, and is also a B2B stocking partner.
• Anne & Max: Dutch café-bakery chain offering breakfast, lunch, coffee, cakes, and high tea across multiple locations. Comparable to Rose & Vanilla's café concept and also a B2B stocking partner for Rose & Vanilla pastries.
• Van der Linde Patisserie: Established Dutch patisserie chain producing and retailing premium cakes and pastries. Comparable to Rose & Vanilla in scale, multi-location retail bakery model, and Dutch premium positioning.
• Petit Gateau: Dutch patisserie chain with multiple locations and a focus on celebration cakes and gift occasions. Directly comparable retail and product model to Rose & Vanilla's cake café concept.
• Holtkamp: Iconic Dutch patisserie with multiple locations across the Randstad, offering premium cakes, pastries, and high tea. Directly comparable to Rose & Vanilla as a Dutch premium patisserie with physical café locations and gift/celebration occasions focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/rose_and_vanilla/?hl=nl
• LinkedInlinkedin.com/company/roseandvanilla

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about rose&vanilla