It’s that time of the year again.
The awkward limbo between Christmas and New Year when you’re groggily still processing the festive season, while 2022 fast approaches.
It’s also the time Australian supermarkets start selling hot cross buns — nearly five months before Easter.
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The Easter treats have hit the shelves early this year again. (Getty Images/iStockphoto)
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Customers have already taken to social media to blast stores such as Coles and Woolworths for adding the delicious Easter buns to shelves on Boxing Day.
“Coles, are you serious?!! Christmas dinner is barely even digested and already you’ve whipped out the hot cross buns??!” one irate woman posted to Facebook.
“On the shelves this morning. I have no words…” another woman wrote on Twitter, alongside a picture of Coles’ new Vegemite and Cheese savoury hot cross buns.
“And it’s started…. Hot Cross buns on Boxing Day,” one person added.
In a statement to 9Honey, a spokesperson for Coles says the supermarket chain has been selling hot cross buns from December for a few years and are often asked by customers when they will start selling the baked goods.
Confused customers took to social media to complain about the early sale of hot cross buns. (Facebook)
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“Coles has been selling hot cross buns in December for a couple of years now. We know customers love our delicious, award-winning hot cross buns and want to be able to buy them for as long as possible before Easter. Our bakers are constantly being asked by customers when they can get their hands on some,” the spokesperson said.
Coles says the company sold a staggering 2 million hot cross buns during the month of December in 2020, proving there is a demand for the buns to hit the shelves early.
“Our insights show that in December last year, we sold more than 2 million hot cross buns so we know a large proportion of our customers want to enjoy these delicious treats as soon as possible,” the spokesperson added.
“This is about offering choice, and for our customers who would prefer to wait until Easter to buy their hot cross buns have that choice.
Coles is selling Vegemite hot cross buns this year. (Supplied)
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From December 27, all Coles stores will start stocking the classic range of hot cross buns, including traditional fruit, award-winning chocolate, apple and cinnamon and fruit-free hot cross buns, as well as gluten-free varieties.
A spokesperson from Woolworths Australia also told 9Honey the bakery team is launching fresh hot cross bun flavours well ahead of Easter too.
“Our team has been baking up some exciting new flavours as part of our Hot Cross Buns range this year, and we’re looking forward to delivering customers indulgent and innovative treats to help close off 2021,” the spokesperson said.
“We encourage customers to keep an eye for an Australian-first exclusive announcement over the coming days.”
Hot cross bun lovers will also be pleased to find a new addition to Coles’ line of buns, with the launch of the Vegemite Hot Cross Bun.
Available in more than 700 Coles supermarkets nationwide from December 27, the limited-edition combination of sweet and savoury is the latest in a series of flavour mash-ups from Coles, which has previously seen combinations such as Lamington, Raspberry and White Chocolate and Sticky Date and Butterscotch.
The Vegemite hot cross buns were launched in partnership with Bega Cheese and are infused with both Vegemite and parmesan, plus a tasty cheese topping.
The Vegemite and cheese-infused buns are a partnership with Bega Cheese. (Supplied)
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Bega Cheese Limited Executive General Manager Adam McNamara said combining the iconic Aussie spread and one of Australia’s favourite bakery treats made “perfect sense”.
“Vegemite is one of those things that makes Australia wonderful. We couldn’t think of a better way to bring together two of Australia’s favourites – Vegemite and hot cross buns. We think that Vegemite fans will be delighted with this new combination,” said Adam.
Coles General Manager of Bakery, Deli and Seafood, Andy Mossop, said customers had responded positively to Coles’ previous twists on traditional products, and he expected Vegemite hot cross buns would be no different.
“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.
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Vegemite & Cheese Savoury Hot Cross Buns! Easter at Coles | Birdew Reviews
We taste test and review the new Vegemite and Cheese savoury hot cross buns for Easter. Available at Coles.
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