Food

Woolies reinvents iconic hot cross bun months before Easter

Jan 02, 2019

In addition to traditional hot cross buns, hot cross bun ice cream is being sold at Woolworths. Source: Getty

In a twist on the Easter favourite, Woolworths has released a limited edition hot cross bun-flavoured ice cream.

The supermarket giant announced on Wednesday that it will be selling the traditional buns from today, along with the bun-flavoured ice cream. The ice cream contains raisins and a hot cross bun-flavoured ripple, complete with fresh Australian cream.

It means customers can get their hot cross bun fix nearly four months before Easter Sunday, which this year will fall on April 21.

“It’s clear that many of our customers love getting their hands on hot cross buns as soon as they can and our team of expert bakers right around the country are excited to be beginning their annual baking of fresh, hot and tasty hot cross buns to meet the January demand,” Woolworths Head Baker Ben Thompson said in a statement. There’s no doubt of their ever-growing popularity and we’re taking it up a notch this year with the introduction of our new Woolworths Hot Cross Bun Flavoured Ice Cream.

“It’s perfect for summer, perfect for sharing and is a perfect accompaniment when enjoyed with any of our traditional hot cross buns.”

Woolworths has released a limited edition hot cross bun-flavoured ice cream. Source: Woolworths

Aussie customers enjoyed more than 72 millions Woolworths hot cross buns last year, with numbers from Coles thought to be similar. In January 2018 alone, the supermarket chain sold more 10 million hot cross buns.

Traditional hot cross buns remain the favourite for customers, accounting to close to 60 per cent of sales, but non-traditional varieties grow in popularity each year. Last year’s popular Brioche Style returning to the mix once again, along with Mini Cadbury Chocolate Chip.

Woolies isn’t the only supermarket that’s already selling the Easter treats. Hot cross buns have been available at Coles stores since last Saturday, but not everyone is impressed by the early arrival.

Shoppers have shared photos of the buns piled on shelves at stores around Australia on social media, and while some can’t wait to get their hands on the sweet treats, others are not impressed.

“Come on. We are still in the Christmas season,” one commentator wrote.

“Way too soon,” another added.

A third simply wrote: “How ridiculous.”

No! Surely not already?! #hotcrossbuns pic.twitter.com/FC5qhLfqAs

— Caron Lefever (@caronlef) December 27, 2018

Another message added: “I love hot cross buns, but that is ridiculous. At least let us finish Christmas leftovers first.”

Others, however, didn’t seem to mind, with one writing: “Not sure why people complain when hot cross buns come out early! I wish they were on the shelves all year round.”

Another added: “Why does everyone complain when supermarkets start stocking Hot Cross Buns a day after Christmas. The longer they’re in stores the better.”

In an official statement, obtained by Starts at 60, Coles Category Manager Freddie Hancock said: “We sold millions of hot cross buns in January last year and are rapt to be able to offer our customers some new flavours to enjoy now, and some more to look forward to in 2019.”