King’s Hawaiian is bringing its limited-edition Ube Coconut Sweet Rolls to grocery shelves nationwide, marking the brand’s first limited-time flavor to hit retailers across the country.
Made with real ube — a purple yam originating in the Philippines — and coconut milk, the rolls feature a distinctive lavender hue and deliver a sweet flavor often described as a blend of vanilla, coconut and pistachio. The product contains no artificial dyes or high fructose corn syrup.
The nationwide launch follows an overwhelmingly successful debut in June 2025, when the rolls sold out twice in under two minutes on the company’s website, prompting strong consumer demand on social media.
“We saw the incredible demand for our Ube Coconut Rolls in 2025 when we first unveiled them on our website and they sold out almost instantly,” said Raouf Moussa, CMO at King’s Hawaiian. “In that moment, we knew we had something special and were determined to bring them to consumers as quickly as possible.”
The brand fast-tracked production to bring the product to market in under a year. Moussa noted the innovation draws from founder Robert R. Taira’s spirit of creativity at his original bakery in Hilo, Hawaii, more than 75 years ago.
“Our Ube Coconut Rolls strike the perfect balance of introducing something new while staying true to our roots,” Moussa said. “This new flavor continues King’s Hawaiian’s tradition of baking beyond the expected.”
King’s Hawaiian Ube Coconut Sweet Rolls are now available in the deli and bakery section at major grocery retailers in 12-count bags for a limited time. Club retailers will also offer a 24-count twin pack. The brand has unveiled ube-inspired out-of-home billboards across select markets to support the launch.
Founded 75 years ago in Hilo, Hawaii, King’s Hawaiian makes the No. 1 branded roll in the United States, along with slider buns, hamburger buns, pretzel bites and other products.