USA | King's Hawaiian, known for its American dinner rolls, has brought its most buzzed-about innovation to grocery shelves.
King's Hawaiian Ube Coconut Sweet Rolls, made with real ube and coconut milk, are an island-inspired twist on the brand's signature soft, fluffy rolls. It also marked the company's first-ever limited-time flavour to hit retailers.
Delivering a rich taste and distinctive lavender hue, it's as eye-catching as it is irresistible. The rollout comes on the heels of an overwhelmingly successful limited-time debut in June 2025.
"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. Our Ube Coconut Rolls strike the perfect balance of introducing something new while staying true to our roots.”
Inspired by the spirit of innovation that defined founder Robert R. Taira's original bakery in Hilo, Hawaii, more than 75 years ago, this new flavour has continued King's Hawaiian's tradition of baking beyond the expected.
The new rolls blend the beloved sweetness and pillowy texture of King's Hawaiian with the unique flavour of ube, a purple yam native to the Philippines widely used in desserts and baked goods.
Known for its naturally vibrant violet colour, ube has a sweet flavour often described as a blend of vanilla, coconut and pistachio. Made with real ube and coconut milk, and with no artificial dyes or high-fructose corn syrup, the rolls are perfect for breakfast, dessert, or an irresistible snack straight out of the bag.
King's Hawaiian Ube Coconut Sweet Rolls are now available at major grocery retailers in the deli and bakery section in 12-count bags for a limited time.
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