Flavor first: A roll with a purpose

A sausage roll, but different. Lighter, just as flavorful, and built on an unexpected foundation. With their Zwamcijsje and Baasbroodje, Mendelt Tillema and Rick Houtepen show that change can sometimes start with something as simple as a good pastry.

For Mendelt, product development starts with a simple question: would he want to eat it again himself? While developing the Zwamcijsje, the entrepreneurs quickly realized they did not want to focus on labels such as veganism or debates about sustainability. “Our starting point is simple: does it taste right, and is the texture good?” he explains. Whether it involves a completely new product or a refinement of an existing one, the bar is always set high for the young entrepreneurs. “It simply has to be a great-tasting pastry. Everything else comes later.” And the Zwamcijsje certainly delivers on flavor. This plant-based alternative to the hugely popular Dutch sausage roll is now available through major wholesalers such as Hanos, Sligro, Bidfood, VHC, and others.

From by-product to recipe

Behind the pastry developed by the two founders lies an unexpected ingredient. During an assignment for the Meat Technology and Alternative Proteins course at HAS University of Applied Sciences in ’s-Hertogenbosch, Mendelt and Rick came across a by-product stream in the mushroom sector. “It turns out that around twenty percent of oyster mushrooms goes unused,” Mendelt explains. “We’re talking about the stem, a firm part that often ends up as animal feed or waste. A shame, because the stems have an interesting characteristic: thanks to their long fiber structure, they stay juicy and tender when heated. They don’t become soft and watery. We thought, there’s something we can do with that.” After months of experimentation, the Zwamcijsje was born: the company’s first product and also its name. Later came the Baasbroodje, a plant-based take on the cheese roll.

Winning people over, not convincing them

Mendelt and Rick’s focus on flavor is a deliberate choice. “People tend to tune out as soon as something is presented as ‘vegan.’ Then you start by emphasizing what isn’t in it—no meat—instead of what is,” says Mendelt. “That’s why, with Zwamcijsje, we focus on attraction rather than persuasion: a strong name, familiar products, and above all, a first bite that speaks for itself. That’s where we begin.” While flavor takes center stage, sustainability certainly plays a role behind the scenes, the entrepreneur adds. “The traditional sausage roll is one of the bakery sector’s most environmentally intensive products, mainly because of the beef and butter it contains. That gives us an opportunity to do things differently. New products only succeed when they genuinely add value,” he believes.

Mendelt Tillema (left) speaking with two enthusiastic fans

Seeing is believing—and so is tasting

The image of vegetarian products remains difficult to shake. “We often hear that vegetarian products are a pale imitation of the original,” says Mendelt. “You don’t change that perception with words. That’s why we focus on tasting. At trade shows, with customers, and through partnerships, we let people experience our products for themselves. What we notice is that something changes once they’ve actually tasted our pastries. Our ambassadors play a major role in that. Chefs and industry professionals who discover our products take them to new places.”

Growing through detours

The path to growth is rarely a straight line. Mendelt and Rick experienced this firsthand when they initially targeted hospitals. While they saw opportunities there, the market was not yet ready. Sustainability played a less prominent role in healthcare at the time, which meant the story behind Zwamcijsje did not resonate. The introduction of the Green Deal Sustainable Healthcare 3.0 changed that. At the same time, Mendelt and Rick developed smaller Zwamcijsjes, which proved to be a better fit for healthcare settings. Through trade shows and tasting events, they eventually connected with companies such as Eetgemak. What first seemed like a roadblock became a new opportunity.

Change

Zwamcijsje sees itself as part of a broader movement. “The food transition requires collaboration throughout the entire supply chain—between producers, caterers, and other stakeholders. We already work with organizations that help companies and cafeterias make their assortments more sustainable and gain insight into their impact. Our search for partners never stops. We enjoy surprising people and are always open to new ideas. We won’t change the world on our own, but by improving existing products, we can take meaningful small steps. Change often starts small. It can become something much bigger when people join forces.”

www.zwamcijsje.nl