The scrumptious finger-liking
plant-based Baker




Founder of the White Rabbit Bakery


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Living in


Uh ohhhhh allow us to introduce the queen of all plant-based and Danish handcrafted goodness. The girl who makes THE BEST cinnamon rolls (and sticky buns and chocolate brownies and cardamom buns...) in town! Please meet Bianca, founder of the White Rabbit Bakery and in our opinion the best Bakery nationwide. 

Read all about this busy lady, who decided to launch her start-up in the midst of a pandemic, while still working a full time job. She is a busy bee and we are so glad she is, because our taste buds have never been happier.

For our readers who don’t know you yet, tell us a little bit about yourself, where you’re from and what got you here? 

I’ve always been a big food fanatic - always cooking, baking and eating good food. Growing up in Denmark with a Danish mother and Mexican father, I naturally also got very much into meeting different cultures and their different cuisines. 
While I chose to study business at Copenhagen Business School, I always found ways of keeping my passion for food close. I ended up spending 5 years alongside my studies working as a waitress and event planner at Mielcke & Hurtigkarl, a gourmet restaurant in Copenhagen. I learnt so much about high quality ingredients and what you can do with them, but also how sensual and mindful the process of dealing with such delicate ingredients is. 
After my studies, I moved to Switzerland where I got a job doing business development at a Danish IT company. However, I always had entrepreneurial dreams, and I always knew that I wanted to end up working with food in some shape or form - the big question was how to combine the two. Fast forward to 2020 COVID lockdown, things started to happen.

The White Rabbit Bakery is a plant-based bakery. Why the name and when did you first start putting the wheels into motion for your business?


My name “Bianca” means “white” in Italian, and the rabbit is a vegan pet - they literally only eat hay, veggies and fruit. The rabbit is also often seen as the logo for “cruelty-free” on packaging. And then the combination is fun, memorable, and something people ask me about a lot! And no, I didn’t get it from Alice in Wonderland ;-)

After moving to Switzerland in 2012, I realized that the cake culture here is completely different to the one in Denmark. Cake plays a huge role in the way people spend time together. It is about “hygge”, cozy moments, showing your love by bringing cake or making cake for guests. Danish bakeries have several (some have up to 15!) different kinds of cinnamon rolls and their shelves are fully stocked with delicious cake. I always wondered why the Swiss bakeries didn’t have that many cakes to choose from (cinnamon rolls were surely nowhere to be found), and when I started being vegan-curious in 2016, I could forget about finding good cake. During the first 2020 COVID lockdown, I found myself having so much time for all my kitchen experiments. I thought “what’s the worst that can happen?”, so I started my Instagram account, perfected the plant-based cinnamon roll recipe, and started posting photos of my rolls and cakes. A month after, I was contacted by my first customer DeviDeli, a vegan shop in Wiedikon and shortly after I gained my second reseller, Hello Vegan in Uster.

What is something about your work that people don’t know or that surprises them?


Firstly, that I‘ve been cooking everything from my own private kitchen since the beginning. Secondly, that my kitchen is actually certified - they usually think I’m doing illegal business ;-) Thirdly, that I’m still employed part time doing IT business development while managing this crazy startup.

What’s a mistake you see get made all the time, even by very smart people? What have you learned from that to handle it the right way? 


I often see that people spend so much time on coming up with the perfect strategy and plan, perfecting their concept and brand universe, but end up spending so much time on it that they either never launch their business or launch at a time when their product or service is no longer relevant. The other point - which is not a mistake, but something that I always find to be a shame - is that many people don’t believe in themselves or dare to take a chance and put themselves out there. There are so many amazing ideas and projects that never reach the surface due to lack of courage.

When I was in school I rarely put up my hand as I was afraid to say something wrong. However, growing wiser, working on myself, practicing mindfulness, and working for a really inspiring IT entrepreneur all taught me to be more bold and assertive, striving for what I want and trusting that I can get there. Life is really beautiful and fun when you allow yourself to see it. People are supportive when you trust you are worth it. Kindness brings you far. So I am honestly at a point where I don’t waste time wondering or planning too much. I simply put myself out there and adjust and improve as I go.

Your work ethic is incredible – you have a full-time job at an IT company and you are running your own start-up bakery. How do you manage it all?


Haha, thanks! Honestly, I’m not sure how I manage. Home office definitely helps so I don’t have to waste time in traffic every day. The same goes for baking at home; I can start something in the kitchen before work, then work on my IT projects, whereafter I continue baking after work. I have a lot of spreadsheets, apps and calendars. My big passion for the bakery definitely helps during long baking sessions late at night. And lastly, I don’t stress about stuff very easily, so even when I am behind schedule on everything in life, I know I’ll manage somehow.


What’s one thing you’ve done in your career that helped you succeed, and that very few other people do?


What is helping me a lot is my positive and free attitude to life, which makes it easier to deal with the initial struggles of owning a startup. I am flexible and open-minded, yet still very practical and solution oriented when it comes to specific tasks. I tackle problems head first and 

Quick Questions

Zodiac sign: Leo 

Favorite Quote: Give me whatever, just don’t give me boring”

Currently listening to: Aya Nakamura, Frank Ocean, and my boyfriend blasting away on his guitars.

How to unwind after a long day at work: Bodycombat, cooking, deep house and candle lights.

Ultimate Happy Fix: Best friends and chocolate!

Cinnamon Rolls or Swedish Cardamom Buns? Cinnamon rolls! (but really all the rolls and buns depending on my mood)

Most used emojis: 🥰 🙌😅🔥

Most overrated word: Pivot. Everyone is pivoting their business these days. Be more creative!

Perfect food day; where and what would you eat: I would start at home for a homemade pancake breakfast with maple-tahini drizzle, caramelized banana, apricot jam and a bit of dark chocolate, be in Barcelona for a healthy lunch at Flax and Kale and end with a gourmet dinner at some 3 star michelin restaurant - maybe Copenhagen, maybe Singapore.



Grubenstrasse 38

8045 Zürich


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