King’s Hawaiian’s first limited-time flavor, Ube Coconut Sweet Rolls, is arriving at grocery shelves nationwide.
Made with ube – a purple yam originating in the Philippines – and coconut milk, the rolls feature a lavender hue and sweet flavor often described as a blend of vanilla, coconut and pistachio. The product contains no artificial dyes or high fructose corn syrup.
The launch follows a successful debut last June, when the rolls sold out twice in under two minutes on the company’s website.
“In that moment, we knew we had something special and were determined to bring them to consumers as quickly as possible,” said CMO Raouf Moussa.
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,” he said. “This new flavor continues King’s Hawaiian’s tradition of baking beyond the expected.”
The rolls can be found in 12-count bags at the deli and bakery section of major grocery retailers. Club retailers also will offer a 24-count twin pack. The brand has unveiled ube-inspired billboards across select markets.
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.