Correio dos Açores: What products does the Sneaky Rolls company have?
Cátia Soares (Owner of Sneaky Rolls): Currently, Sneaky Rolls has the normal size cinnamon rolls (cinnamon roll, in Portuguese), the minis, and the sneaky cake, which is a giant cinnamon roll that can be eaten in slices. As for the flavors, we have the traditional: cream cheese frosting, caramel, crunchy peanuts, cappuccino and cookie, ‘Nutella’ and crème brûlée.

What sets these cakes apart from others on the market?
The cinnamon roll is a kind of sweet “bread”, similar to brioche dough, which contains a filling of brown sugar, butter and cinnamon, which makes the cinnamon roll moist and gives it a caramelized taste. The dough on its own is already super fluffy, but adding the cream (traditionally, cream cheese frosting) makes the cake even more decadent and soft.

How did the idea for this project come about? Was there a lack of this type of product on the island?
I have a great passion for cooking, but it was in 2020 that I started experimenting in the kitchen more often. One day I tried making cinnamon rolls because I’d never tried them before, but I’d seen videos of these cakes many times, and they looked delicious. At the time, I didn’t know of any place here that made them, so I decided to give it a try and make them for a friend’s dinner party. The feedback was very good, and they were very insistent that I start selling them.

When did Sneaky Rolls start?
It was in 2022 that I decided to let people know about Sneaky Rolls; the reaction was very good right from the start. As I had another job at the same time, orders were very limited and only on weekends.

Does it only work on orders?
Yes, you can only buy Sneaky Rolls by order on the dates indicated in the schedule I publish on Instagram. Orders are placed at least 24 hours in advance. However, this is rarely possible because people order well in advance, so the days sell out very quickly.

How did this love of pastry come about?
During those weeks when we had to stay at home during the pandemic, I had to find things to do, and, as I’ve always loved cooking, I started experimenting. Cooking for friends and family is one of my favorite things; it’s a way of showing my affection or, as they say, my love language. That’s how and where it all began.

Why the name Sneaky Rolls?
Honestly, there’s no funny story behind the name. I wanted a memorable name that somehow conveyed what I was selling. Sneaky, in Portuguese, means naughty, mischievous.

Do you also make different orders for special dates, such as Valentine’s Day and others?
Yes, I make special Sneaky Rolls for these commemorative dates. However, we have no more available for Valentine’s Day or Father’s Day. For Easter, I’ll also have a product dedicated to the season, but I haven’t launched it yet. Despite this, I already have some bookings for that time. Then, of course, I’ll do a Mother’s Day special and other occasions.

Have you had a lot of sales?
Yes, it’s been much more successful than I expected. The feedback has been extraordinary, and I’ve sold out all the places I’ve booked so far. February is already complete, and March is already starting.

How many have you sold each month?
In January, I sold approximately 500 Sneaky Rolls. I could have done more, but it’s difficult without compromising the quality of the product, as I make everything the same day and I like to deliver them warm whenever possible.

For now, it only works by order, and these are limited. What are your plans for the future? Would you like to have a physical space and produce more? Create new flavors, perhaps?
Creating new flavors is always a must. I always plan to launch something new every month, and I have some new flavors coming out in February. In addition, I plan to launch other products, but I always associate them in some way with cinnamon rolls. As for having a space open to the public, it’s still a bit early to think about it, but yes, it’s something I’ve already considered.

Anything else you’d like to add?
I’d just like to say that those who want to recommend us should do so via our Instagram page because that’s where we’re most active. Thank you to everyone who has ordered, shared, and made the business grow. I currently do everything myself and it’s not always easy to respond to every request, but I always try to fit it in when possible. That’s why placing your order well in advance is best to guarantee your box of Sneaky Rolls.
Mariana Rovoredo, journalist for Correio dos Açores–Natalino Viveiros-director

Translated to English as a community outreach program from the Portuguese Beyond Borders Institute (PBBI) and the Modern and Classical Languages and Cultures Department (MCLL) as part of Bruma Publication and ADMA (Azores-Diaspora Media Alliance)  at California State University, Fresno–PBBI thanks the sponsorship of the Luso-American Development Foundation from Lisbon, Portugal (FLAD)