King's Hawaiian reintroduces Ube Coconut Sweet Rolls
The rollout comes on the heels of a successful LTO debut in June 2025.
Bakery roll producer King's Hawaiian is bringing its most buzzed-about innovation to grocery shelves nationwide, it says: King's Hawaiian Ube Coconut Sweet Rolls. Made with real ube and coconut milk, this island-inspired twist on the brand's signature rolls marks the company's first-ever limited-time flavor to hit retailers nationwide.
The national rollout comes on the heels of an overwhelmingly successful limited-time debut in June 2025, the company adds, where consumers took to social media to make one thing clear: this was a product they wanted on their table. Fueled by that demand, King's Hawaiian is not only bringing it to retailers nationwide, but they also fast-tracked production to bring it to the masses as quickly as possible. Just under a year later, the product will be available at major retailers across the country.
"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," says 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 flavor continues King's Hawaiian's tradition of baking beyond the expected and we can't wait to share it with consumers.
The new rolls reportedly blend the sweetness and pillowy texture of King's Hawaiian with the unique taste of ube, a purple yam originating in the Philippines that's widely used in desserts and baked goods. Known for its naturally vibrant violet color, ube has a sweet flavor often described as a blend of vanilla, coconut, and pistachio. Made with real ube and coconut milk, and no artificial dyes or high fructose corn syrup, the rolls are suitable for breakfast, dessert, or a snack straight out of the bag, the brand says. Recipes and serving suggestions are available at kingshawaiian.com/ube and on the brand's social channels.
King's Hawaiian Ube Coconut Sweet Rolls are now available nationwide at major grocery retailers in the deli and bakery section in 12-count bags for a limited time. To celebrate the launch, the brand also unveiled a series of ube-inspired out-of-home billboards teasing the innovation across select markets. Club retailers will also offer a 24-count twin bag (two 12-count packs).
King’s Hawaiian is on the current Snack Food & Wholesale Bakery “Top 50 Snack & Bakery Companies” list. Click here to view the current “Top 50” rankings.
Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!
