That alluring smell and taste is all thanks to one trademarked ingredient.
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Meghan Glass is a professional chef who has always sought ways to help her community through food outreach. She has loved the art of cooking since she watched Julia Child sear veal as a small child. After working in other fields, she decided to return to school to pursue her true passion, food.
Published on February 17, 2024
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Some smells are so strong and distinct, I feel confident I could pick them out of a line up. Salty Auntie Anne’s Pretzels, bright and sweet Panda Express Orange Chicken, and warm Cinnabon Cinnamon rolls. Do I buy one when I see them in the airport food court? Not always. Do I stop to inhale that sweet cinnamon scent? Absolutely, every time! And it turns out, the core ingredient for this anytime treat is actually unique to the brand.
Cinnabon's Secret Ingredient
It might not shock you to find out that the cinnamon used in the Cinnabon offerings is the key ingredient. But this isn’t just any cinnamon. This special Indonesian cinnamon, called Makara, is trademarked by Cinnabon. And because of that trademark, you won’t find this product in your local grocery store spice aisle.
According to the brand’s history, the father and son duo behind the cinnamon roll chain wanted to make the world’s greatest, most delicious cinnamon roll from scratch. The baked-good giant lists three components that set them apart from other retailers: fresh-baked dough, cream cheese frosting, and a proprietary blend of cinnamon (Makara).
What Is Makara Cinnamon?
Cinnamon is the bark from two major types of Laurel trees, Cassia Cinnamomum (grown in Indonesia) and Ceylon Cinnamomum (grown in Sri Lanka). When a cinnamon tree is around two years old, the plant is trimmed and covered with soil to help grow more like a bush. New growth shoots are born from this soil and their stripped, dried bark is what cinnamon is made from.
But what exactly is this special Makara cinnamon? Cinnabon owns the name of Makara and their exact blend is a trademarked secret, so we don’t know exactly. But we do know that it’s a cassia cinnamon that contains more essential oils than ceylon, producing a stronger aroma. Using Makara also results in a more gooey texture when liquid is added to it, giving the Cinnabon cinnamon rolls their signature softness.
When the stores aren’t baking a fresh batch of cinnamon rolls, they even place baking pans of this Makara cinnamon mixed with brown sugar in the ovens to entice customers with that irresistible scent. It’s hard to resist a good smell especially if it’s associated with warmth and coziness.
Where Can I Buy Makara?
Has all this talk of warm, pillowy rolls made you want to whip up a batch? Good news! Makara can be purchased in a Cinnabon store. Bad news: It’s not available in every store or online. Cinnabon meant business when they locked up their secret ingredient. Cinnamon from Indonesia is available for purchase from multiple online retailers but there’s only one true Cinnabon cinnamon.
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