UK | From chilli jam and cheese to dessert-inspired twists, hot cross buns are getting a modern makeover this Easter.
To tap into the nation’s growing appetite for bold flavour pairings, Sainsbury’s has expanded its Taste the Difference hot cross bun range with three new varieties - Cherry & Double Chocolate, Carrot Cake and Rhubarb & Ginger.
According to research commissioned by Sainsbury’s, over half of Brits consider hot cross buns an all-year-round staple, with Easter inspiring shoppers to experiment with how they enjoy the treat.
No longer just a toasted breakfast snack, the appetite for the spiced classic has seen 70 percent tucking in at any hour of the day, contributing to a 34 percent year-on-year sales increase across Sainsbury’s Taste the Difference Hot Cross Bun range.
The much-loved British favourite is also being reimagined, as over a third are keen to experiment with their toppings - from sweet-heat ‘swicy’ flavours to twists beyond traditional butter.
Nostalgia is also firmly back on the menu this year, with the research revealing nearly half of Brits are gravitating towards hot cross bun flavours inspired by classic puddings.
This trend is being driven by millennials, with two-thirds looking to recreate comforting British dessert flavours - think apple crumble and carrot cake - making the perfect excuse to put a retro twist on a classic bun.
As British palates continue to become more adventurous, over half of shoppers are seeking daring pairings for their Easter fare, with 46 percent set to embrace the popular “swicy” (sweet and spicy) trend, using chilli-infused honey and crispy chilli oils to complement.
This followed a 213 per cent year-on-year increase in searches for ‘hot honey’ at Sainsbury’s, followed by a 120 percent week-on-week jump for ‘chilli relish ’.
Taking that contrast even further, this year’s comfort treats are also getting a “swavoury” upgrade, as almost half are looking to mix savoury and sweet flavours, bringing the best of both worlds in one tasty bite.
From smoky heat to creamy fusions, these are the top five unconventional combinations topping the nation’s wishlist:
- Crispy bacon and maple syrup (25 percent)
- Chilli jam and cheese (20 percent)
- Smoked salmon and herbed cream cheese (17 percent)
- Smashed avocado with chilli flakes (14 percent)
- Jalapeño and whipped feta (11 percent)
To help Brits master these creations at home, Harriet Gardner, Sainsbury's Development Chef, has created two signature pairings from the new range to upgrade the classic bun:
- The ‘Swicy’ (sweet & spicy) Cherry & Choc Twist: Elevate the Taste the Difference Cherry & Double Chocolate Hot Cross Buns and layer with the bold heat of Taste the Difference Chilli Jam and the sharp richness of Taste the Difference Welsh Slate Cavern Aged Cheddar.
- The ‘Swavoury’ (savoury & sweet) Carrot Cake Brunch: For a sophisticated morning treat, lightly toast the Taste the Difference Carrot Cake Hot Cross Buns and spread with the Taste the Difference Honeycomb & Salted Caramel Butter, followed by a generous schmear of soft cheese before adding crispy bacon and walnuts, finished with a drizzle of maple syrup for the ultimate salty-sweet fusion.
"Hot cross buns remain a much-loved staple at Easter, and this year, customers are clearly having fun experimenting at home," said James Campbell, Sainsbury’s Director of Product & Innovation.
"From the ‘swicy’ kick of chilli jam to rich, dessert-inspired twists, the new Taste the Difference hot cross buns are delicious simply toasted - or a brilliant base for bold pairings they'll want to come back to."
The innovation doesn’t stop at the bake. Even for those still opting for the simple butter pairing, 39 percent of Brits are swapping standard spreads for artisanal, flavourful blends.
Interest in speciality spreads is spiking as searches on Sainsbury’s website for ‘salted caramel butter’ have jumped by 150 per cent week-on-week, while ‘honeycomb salted caramel butter’ is up 100 percent, as customers look for the perfect sweet upgrade for their hot cross buns.
The full range is available in store and online now.
