Although most families haven’t even digested their Christmas dinner yet, Coles is already gearing up for Easter with the announcement of its new controversial Vegemite flavoured hot cross bun.
The retail giant has teamed up with Bega Cheese to give the traditional Easter treat a makeover by infusing Vegemite, parmesan with a tasty cheese topping. The savoury twist on the normally sweet Easter treat will be available in 700 Coles supermarkets from December 27.
Bega Cheese Limited executive general manager Adam McNamara told 7 News “we couldn’t think of a better way to bring together two of Australia’s favourites.”
“Vegemite is one of those things that makes Australia wonderful,” he said.
“We think that fans will be delighted with this new combination.”
“We know how much our customers love hot cross buns at Easter, and we know how much they love Vegemite, so we decided to merge these two icons to create a delicious, savoury spin on hot cross buns that champions iconic Aussie flavours,” he said.
“It’s important to us at Coles to have some fun with flavours, and we always want to give customers something they’ve never had before, but ultimately it has to taste great.”
The move has divided Aussies with many taking to social media to share their support for the flavour combination with many others expressing their disapproval at the idea.
I have never been a fan of supermarkets selling hot cross buns literally a day after Christmas but finding out about this new flavour online has me changing that opinion ????#Vegemite pic.twitter.com/jZSyBHY5QV
— SegaMasterTim Redux???????????? (@segamstim) December 27, 2021
VEGEMITE HOT CROSS BUNS ARE A THING??? WHY WASNT I TOLD pic.twitter.com/DgvnNqspWB
— sin ☁︎ nwh spoilers (@cherrypleasings) December 26, 2021
“I seen advertised today that they’re making these Vegemite & Cheese Hot cross buns now, & it’s a Noooo from me!” one Twitter user wrote.
“What the hell? Savoury vegemite/cheese hot cross buns? No, dammit. Sweet with fruit and/or chocolate ONLY.”
Although debate raged among many over the controversial Vegemite hot cross bun many more were concerned with the timing of the hot cross buns going on sale months before Easter.
— Justin (@JustinCaseyD) December 26, 2021
— Katty (@kristiedavis02) December 26, 2021
The Vegemite hot cross bun four-pack is expected to retail for $3.50 alongside Coles’ traditional fruit hot cross buns and chocolate varieties.