Hot cross bun flavours expected to get crazier as the treats launch Coles and Woolworths into viral territory

People used to be simple.

They were either a traditional fruit purist or a choc chip rebel. Maybe, if they were feeling particularly avant-garde, they would reach for apple and cinnamon.

But it’s 2026, and the humble Easter treat has officially entered its Kanye West inspired era — where nothing is too crazy and there’s no such thing as bad publicity.

Some of the hot cross bun flavours currently being sold at leading retailers Coles and Woolworths are so absurd they could be construed as a PR stunt.

From raspberry matcha and mint slice to the highly controversial Mexican bun, this years flavours are taking boundaries and throwing them in the bin.

Only those living under a rock wouldn’t know Coles collaborated with Dorito’s to create a cheesy jalapeno flavoured hot cross bun — quite unanimously the most absurd flavour yet.

But it is no coincidence that this is also the flavour on everyone’s lips (literally and metaphorically).

Consumer behaviour expert Dr Melissa Fong-Emmerson said the shock factor alone is essentially a genius marketing plan.

“Products that divide opinion can still be valuable from a retail marketing perspective because they generate attention and discussion,” Ms Fong-Emmerson said.

“When a product triggers strong reactions, whether positive or negative, people are more likely to share their opinions online, which increases visibility for the brand.

Coles bakery product developer, Edward Sowerby, said the demand for quirky limited edition flavours was bigger this year then ever before.

“It’s definitely growing year on year,” he said.

“That’s why this year we’ve got a bigger limited edition range than we’ve ever had before because that customer demand is there.”

Mr Sowerby described the Dorito’s flavour as “a little controversial”.

“Some people don’t like it, some people love it,” he said.

“But we really like getting our customers talking about these kind of things.”

These online debates, even when consumers are knocking the product, translate directly to sales according to Ms Fong-Emmerson

“Taste-test clips on social media platforms act as modern word-of-mouth marketing because they expose products to audiences who might not have noticed them in a supermarket aisle,” Ms Fong-Emmerson said.

“Even when reactions are mixed, the discussion and visibility created online can be valuable for retailers. That attention can drive curiosity and encourage shoppers to try the product themselves.”

Ms Fong-Emmerson said this is just the beginning of the wild and whacky hot cross bun.

“I expect this trend will continue because innovation around flavours and brand collaborations aligns with how consumers engage with brands today,” she said.

“They are also more likely to generate user-generated content and social sharing, which increases brand awareness and purchase interest.”

But unlike the Jelly Belly bean boozled range which offers jelly bean flavours including dead fish, stinky socks, and rotten egg, Mr Sowerby said as people demand wilder flavours he will continue to prioritise taste.

“We definitely want to make sure they still taste good so the customers that do love them will come back and buy multiple packs throughout the season,” he said.

“We don’t want to go so controversial that it’s a pick it up and throw it in the bin kind of option. That’s not what we’re aiming to do.”

And the green team agrees. Woolworths bakery merchandise manager, Donald Keith, said delicious recipes are a “top priority”.

“We love pushing the boundaries with flavours that spark a national conversation,” he said.

“Following the sell-out success of our Cinnabon collaboration last year, its return was a top priority for the team.”

Food reviewer and founder of Perth food highlights — a social media page boasting over 33 thousand followers on Instagram and TikTok — Sharon Carleo reviews Coles and Woolworths hot cross buns on her channels every year.

“I’ve had lots of people reach out and say, you made me buy this hot cross bun or I bought it because I saw it on your stories,” she said.

“People want to be a part of the hype. They want to see what it’s like for themselves and so I think all foodie accounts inspire people to be a part of that conversation in their own lives.”

Ms Carleo said she has certainly noticed how much “crazier” the flavours are getting.

“Every year it gets bigger and bigger, you know, crazier and crazier,” Ms Carleo said.

“When I first started my account, it was quite rare to see an interesting and unique flavour of hot cross bun... but now it’s become more and more popular to see different flavours and we’ve got Woolies and Coles in a bit of a hot cross bun war each year to see who can bring the most outrageous flavours.”

Despite the madness, there is a glimmer of hope for the traditionalists among us.

Mr Sowerby said that while the limited edition range is popular it is still the traditional recipes which dominate hot cross bun sales in Coles stores across the easter period.

“When you’re comparing it to the core range, that still outsells the limited editions every year,” he said.

“The limited editions are just a kind of nice cherry on top.”