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Coles ditches controversial product, adds new ‘hit’ to shelves

The supermarket giant has introduced a “delicious” new product in place of an item that left Aussies divided – with some branding it “revolting”.

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Coles has “axed” an unpopular grocery item and replaced it with a new product foodies have described as an “instant hit”.

The supermarket giant sparked controversy when it released the Coles Special Burger Sauce Hot Cross Buns alongside its traditional fruit and chocolate varieties in 2023.

But while it was hoped the savory twist would sell as well as the supermarket’s Vegemite And Cheese variety, the limited-edition buns failed to hit the mark.

Some shoppers declared they’d be passing on the burger-inspired buns, as others noted the supermarket’s efforts to push boundaries with Hot Cross Buns had “gone too far”.

“Honestly revolting,” one Aussie declared, as another said: “These are a hard no.”

Thankfully, Coles has taken note.

“While the Special Burger Sauce limited edition might not have been everyone’s favourite Easter flavour, it certainly got people talking and excited about just what’s possible when it comes to the sweet versus savoury debate,” a spokesperson told news.com.au.

Coles axes unpopular item, replaces it with 'instant hit'

In its place, Coles has unveiled a new limited-edition flavour in collaboration with Arnott’s for the 2025 season: Wagon Wheels Original.

“We know Aussies love hot cross buns and they love Arnott’s classics, so it made perfect sense to combine the two and give Wagon Wheels the highly anticipated Coles Easter treatment,” Brad Gorman, Coles General Manager Commercial, Bakery, Dairy & Frozen, told news.com.au.

“After a lot of hard work from our talented product development team, we’re delighted to deliver a product that takes you back to those childhood moments of enjoying a Wagon Wheels biscuit. It’s the feel-good nostalgic taste of Australia, now in a hot cross bun, and we can’t wait for our customers to try it for themselves and make it a new family favourite.”

Coles has turned its back on its controversial Burger Sauce Hot Cross Buns after backlash from shoppers. Picture: TikTok/samantha.khater
Coles has turned its back on its controversial Burger Sauce Hot Cross Buns after backlash from shoppers. Picture: TikTok/samantha.khater
Many declared the limited-edition Easter item ‘revolting’. Picture: TikTok/meetthefeasters
Many declared the limited-edition Easter item ‘revolting’. Picture: TikTok/meetthefeasters

Melbourne food blogger Nectorious Papi, who has almost 80,000 Instagram followers and another 80,000 on TikTok, said he was relieved the Burger Sauce Hot Cross Buns wouldn’t be returning.

“Those were surely a prank because they were not good, hot or cold,” he told news.com.au.

“I love the sauce on it’s own, but the buns were a huge fail. Thank God Coles have axed them.”

However, he’s a huge fan of the new Wagon Wheels Original Hot Cross Buns, after being invited to taste test the bakery product before it hits shelves on Monday February 3.

The bun has been inspired by the cult-biscuit, featuring a chocolate dough with a “moreish” marshmallow flavour combined with raspberry fudge, raspberry jellies and choc chips.

“It’s a chocoholics dream. Very chocolatey with delicious marshmallow and raspberry jam coming through. An instant Aussie classic in my opinion,” Nectorious Papi said.

A new flavour has been introduced for 2023: Wagon Wheels Original. Picture: Supplied
A new flavour has been introduced for 2023: Wagon Wheels Original. Picture: Supplied

After breaking news of the new flavour on social media, many were quick to declare they would be “running to Coles” to pick up a 4-pack, priced at $5.50 each.

“This. Is. So. Good. I’m literally going to eat 16 packets,” one wrote.

“OMG!!! Can’t wait,” another agreed.

As another shared: “I was praying it wasn’t something weird again, these sound unreal.”

It’s not the first time Coles and Arnott’s have come together, last year partnering to create the viral Iced VoVo and Pizza Shapes inspired Hot Cross Buns which the supermarket said “flew off shelves”.

While the Iced VoVo buns are back for another year, with stock already on shelves in some stores, there’s no word on whether the Pizza Shapes variety would also return.

Melbourne food blogger Nectorious Papi said the flavour would be an ‘instant hit’. Picture: TikTok/nectoriouspapi
Melbourne food blogger Nectorious Papi said the flavour would be an ‘instant hit’. Picture: TikTok/nectoriouspapi
Coles Iced Vovo and Vegemite And Cheese varieties are back. Picture: news.com.au
Coles Iced Vovo and Vegemite And Cheese varieties are back. Picture: news.com.au
The supermarket giant teased shoppers over the new flavour on social media. Picture: TikTok/Coles
The supermarket giant teased shoppers over the new flavour on social media. Picture: TikTok/Coles

Many social media users had speculated what the new 2025 flavour would be after Coles shared a tongue-in-cheek TikTok confirming the Burger Sauce flavour was gone.

“Please let it be Milo,” one shopper pleaded.

“It better be a mud cake version,” someone else suggested.

As one ranted: “Whatever it is, it can’t be as bad as Burger Sauce.”
Woolworths also has a range of “indulgent” Hot Cross Bun flavours that are beloved by shoppers, including its Biscoff Filled variety and the Cadbury Caramilk version, both of which have returned this year.

Originally published as Coles ditches controversial product, adds new ‘hit’ to shelves

Original URL: https://www.heraldsun.com.au/lifestyle/food/coles-ditches-controversial-product-adds-new-hit-to-shelves/news-story/296e683537c50ed17b87a025314d2265