Coles launches Vegemite hot cross buns in new supermarket war

Coles has kickstarted the hot cross bun war with an Aussie twist that has readers divided. It’s even raised food critic Matt Preston’s eyebrow.

Coles is firing the first controversial shot in the supermarket hot cross bun war with a new savoury twist.

In partnership with Bega Cheese, it is launching a limited edition Vegemite hot cross bun across more than 700 stores on Monday.

The buns are infused with Vegemite, parmesan and are finished with a cheese topping.

Coles General Manager of Bakery, Deli and Seafood, Andy Mossop, said they decided to merge the two traditional products to champion their iconic flavours.

“Our teams have put a lot of time and work into fine-tuning the recipe to ensure we have the perfect flavour profile so the signature Vegemite flavour shines through,” he said.

Mother-of-two Alecia Pamio and her children Izabella, 4, and Micah, 2, were the first family to taste test the buns in Australia.

She said her kids “really loved them”.

”We just added Vegemite and butter on top and they were lovely and were a different fun treat,” she said.

“I also thought I would try melting cheese on them under the grill. The kids love hot cross buns and they were a different option.

“It’s not like a scroll, they’re actually made with Vegemite as an ingredient, not swirled through it.”

Vegemite hot cross buns will be in in Coles for the first time. Micah Pamio eats the new buns. Picture: Jake Nowakowski

But award-winning food critic, TV and radio presenter Matt Preston was coy to back the new flavour combination.

“The sweet, warm spicing of a hot cross bun or slice of fruit toast (when toasted) slathered with butter and a smear of salty spread like one of the ‘-mites’ is a taste riot,” he said.

“However I’m not sure about mixing Vegemite into the dough.

“It’s the textural and temperature differentiation of the Vegemite atop a toasted half of a hot cross bun that’s as important as the contrast between the sweetness and spread’s salty hit.

“The question is whether this is just another advance in marketing rather than creating the next cheese and Vegemite scroll. Gotta love one of those scrolls! I’ll reserve judgment until I try it!”

News Corp readers also weighed in, with one saying it “sounds disgusting” while another said it was “sheer genius”.

What do you think? Tell us in the comments below.

Food critic, TV and radio presenter Matt Preston. Picture: Jake Nowakowski.

Bega Foods Executive General Manager Adam McNamara defended the mash-up saying: “We think that Vegemite fans will be delighted with this new combination.”

Woolworths was tight-lipped on when its range would officially hit stores even though one of its overzealous bakers already started selling hot cross buns just before Christmas.

A Woolworths spokesperson said: “Our team has been baking up some exciting new flavours as part of our hot cross buns range this year, and we’re looking forward to delivering customers indulgent and innovative treats to help close off 2021.

“We encourage customers to keep an eye for an Australian-first exclusive announcement over the coming days.”

Aldi’s hot cross buns will be in store from January 12.

Originally published as Coles launches Vegemite hot cross buns in new supermarket war