Bethany Reitsma and Lillie Rohan try out some Easter treats that aren't just hot cross buns. Video / NZ Herald
Hot cross buns are already on Woolworths New Zealand shelves months before Easter Sunday.
Despite Christmas and New Year celebrations just ending, the supermarket announced it will be bringing back the baked goods early because of strong demand with more than 1.7 million buns sold last season.
A six-pack ofthe traditional, chocolate, fruitless and brioche flavours are selling for $7.60 and a Woolworths spokesperson told the Herald the items officially went on sale today.
“I wish items like these were more special where they came out like two to three weeks before the holiday period they are meant for,” another said.
However, others were thrilled to get their hands on the treat early.
Woolworths merchandise manager for bakery Michael Whorskey said the early start was not because of a shift in tradition, but rather a reflection of customer behaviour.
“Each year our customers tell us it’s never too early for hot cross buns,” Whorskey said, “and the numbers back that up.
“We sold more than 1.7 million in-store baked units last season, with traditional dried fruit still reigning supreme, so we’re responding to what customers clearly want rather than the calendar.”
Woolworths has already started stocking shelves with hot cross buns for Easter.
Theologian and University of Otago research affiliate Reverend Dr Steve Taylor was in favour of the baked treats hitting shelves this early.
“Perhaps eating hot cross buns should be encouraged any day of the year,” Taylor said.
“Jesus’ life and death has rich layers of meaning. A mindful eating of a hot cross bun is one way to ponder the spice and mystery of love and sacrifice symbolised in a hot cross bun, on Good Friday or any day of the year.”
Five cents from every pack of own-brand hot cross buns sold will go to charity KidsCan, which helps to provide food and clothing for children across the country.
Last year, Woolworths donated more than $85,000 to the charity through the bun sales and KidsCan CEO and founder Dame Julie Chapman said the partnership helped to make a difference for schools and families nationwide.
“Grabbing a packet of hot cross buns from Woolworths is a great way to support KidsCan and the work we do,” Chapman said, “getting food, clothing and health products to thousands of kids living in hardship across New Zealand.
Gluten-free versions of the treats are also available.
“So, go for it – it’s only January but buy some buns!”
The hot cross buns will be on sale until Easter Sunday on April 5 and will be accompanied by plenty of other Easter favourites including dried fruit, chocolate and brioche.
The Australian viral hit, Cinnabon Hot Cross Bun, will be part of a limited-time appearance on shelves with a cream cheese-style filling mixed in with a bun taking cues from a cinnamon roll.
A four-pack of these will set you back $9.
The full hot cross bun line-up at Woolworths this Easter season includes traditional, brioche-style chocolate, chocolate, fruitless, Cinnabon, caramelised biscuit-filled, Cadbury Caramilk, mudcake-inspired, Cadbury Caramello, and gluten-free options in traditional, chocolate, and apple and cinnamon.
