Coles unveils major Vegemite twist in new hot cross buns

Candy canes have only been freshly discounted, but one supermarket is already vying for the most controversial hot cross bun of 2022.

It may be a good four and a half months from Easter, but Coles has just announced its new controversial flavour of hot cross bun: Vegemite and cheese.

The bun is infused with Vegemite and parmesan and finished with a tasty cheese topping, giving the Easter treat a savoury spin.

The new edition has been created in partnership with Bega Cheese Limited and will be available from 700 Coles supermarkets from December 27. Customers can expect to pay $3.50 for a pack of four.

There’s a new hot cross bun in town. Picture: Supplied/ Coles Australia.

The hot cross buns have humorously been marked as “limited edition,” which may have something to do with the fact that Easter is an annual holiday - though it’s still months away.

Other flavours this year will include sticky date and butterscotch, salted caramel, apple and cinnamon, traditional fruit, chocolate and fruit-free varieties, with gluten-free chocolate and traditional options available as well.

Coles also hinted that “further flavours” will introduced throughout the season.

Serving recommendations including simply having the hot cross bun toasted and slathered in butter, or used to create the ultimate sandwich toastie with a handful of melty cheese.

Coles’ general manager of bakery, deli and seafood, Andy Mossop, said the bakery team had put a “lot of time and work into finetuning the recipe”

“We know how much our customers love hot cross buns at Easter, and we know how much they love Vegemite, so we decided to merge these two icons to create a delicious, savoury spin on hot cross buns that champions iconic Aussie flavours,” he said.

“It’s important to us at Coles to have some fun with flavours, and we always want to give customers something they’ve never had before, but ultimately it has to taste great.

The move has unsurprisingly inspired a divisive response on social media. Some are in full support of the Aussie flavour combination, while others are racking their brains at the mere thought of it.

“What the hell? Savoury vegemite/cheese hot cross buns? No, dammit. Sweet with fruit and/or chocolate ONLY,” shared one belligerent shopper.

“This has gone too far. I will die on this hill. Hot cross buns are not to be crossed with Vegemite and cheese,” wrote another in the anti-Vegemite camp.

To compound the hot cross bun on Boxing Day felony… Vegemite and cheese HCB 😖🤢 pic.twitter.com/Lui2UBMy7m

— AliBri (@AliBri14) December 26, 2021

Others were more enthusiastic.

“This is good, actually (both it’s presence on Boxing Day morning and the concept of vegemite and cheese hot cross buns),” they wrote.

“We want the hot cross buns. I especially want these particular hot cross buns because Vegemite is possibly the greatest spread known to man,” wrote another.

On the shelves this morning. I have no words ... 😐😑 pic.twitter.com/0kayIKDRrQ

— 💉💉Melissa Sue Neilsen (@miss_melissasue) December 26, 2021

Despite this, there was one uniting opinion among both camps: December is much too early for the re-emergence of hot cross buns.

“It’s Boxing Day and hot cross buns are already on Coles shelves … including sticky date pudding and vegemite and cheese flavours? We truly live in the darkest timeline,” read one tweet,

However, it was a sentiment most perfectly said by Twitter user @therandomswill: “Jesus only had his birthday yesterday and a day later they’re trying to kill him.”