King’s Hawaiian Launches Viral Ube Coconut Sweet Rolls Innovation Nationwide

Brand responds to consumer demand by bringing limited-edition bread sensation to grocery shelves after selling out TWICE in under two minutes in 2025

LOS ANGELES — King’s Hawaiian, maker of the No. 1 dinner roll in America, is bringing its most buzzed-about innovation to grocery shelves nationwide: King’s Hawaiian Ube Coconut Sweet Rolls. Made with real ube and coconut milk, this island-inspired twist on the brand’s signature soft, fluffy rolls marks the company’s first-ever limited-time flavor to hit retailers nationwide. Delivering a rich taste and distinctive lavender hue, it’s as eye-catching as it is irresistible.

The national rollout comes on the heels of an overwhelmingly successful limited-time debut in June 2025, 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,” 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 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 blend the beloved 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 perfect for breakfast, dessert or an irresistible snack straight out of the bag. 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), giving fans even more of the vibrant, island-inspired flavor to enjoy.

By introducing the bold flavor of ube into its signature sweet rolls—and bringing a viral fan favorite to grocery shelves—King’s Hawaiian continues its legacy of delivering unexpected island-inspired innovation to everyday tables, made with aloha and shared with joy.

For more information on King’s Hawaiian, visit www.KingsHawaiian.com or follow @KingsHawaiian on social.

About King’s Hawaiian®
Founded 75 years ago in Hilo, Hawaii, by Robert R. Taira, KING’S HAWAIIAN is a family-owned business that has been dedicated to providing Hawaii-inspired foods made with original recipes and Aloha Spirit for three generations. KING’S HAWAIIAN makes the #1 branded roll in the United States, along with other irresistible products that inspire joyous food experiences people can’t resist being a part of, including slider buns, hamburger buns, pretzel bites, and more. The soft and fluffy texture and perfect touch of sweetness of KING’S HAWAIIAN bread add even more fun and excitement to occasions big and small, including everyday meals and snacking, bringing loved ones together.

For more information, visit the company’s website at www.KingsHawaiian.com, or find KING’S HAWAIIAN on Facebook, Instagram and X.