Coles and Arnott's have unveiled their latest delicious creation for Easter: the limited-edition Wagon Wheels-inspired Hot Cross Buns. Building on the success from previous collaborations, this year’s offering brings together the nostalgic flavors of one of Australia's most beloved snacks with the traditional Easter treat.
Available from February 3, 2025, shoppers will find these hot cross buns packed with the delightful ingredients reminiscent of Wagon Wheels—fluffy marshmallow, gooey raspberry fudge, raspberry jellies, and choc chips. Each bun promises to deliver the comforting feeling of enjoying Wagon Wheels biscuits straight from childhood, making it not just any hot cross bun, but one filled with memories.
“After the incredible buzz from last year’s launch of our limited edition hot cross buns inspired by Arnott’s classics, we’re excited to announce another Aussie favourite, Wagon Wheels is making its debut in bun form,” stated Thea Comino, Coles Bakery Product Developer. Comino emphasized the immense effort behind the creation process, mentioning how it took months of planning and taste-testing to finalize the recipe.
Coles has positioned itself as the go-to supermarket for innovative flavors, previously introducing successful options like the Iced VoVo and Pizza Shapes-inspired buns last year. These unique flavor combinations not only resonate with nostalgic sentiments but also appeal to modern consumers eager to try inventive treats.
Brad Gorman, Coles General Manager of Commercial, Bakery, Dairy & Frozen, expressed the enthusiasm behind this partnership, saying, “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.” He noted how the product aims to invoke feelings of joy and nostalgia, enhancing the customer experience during the festive season.
This new flavour development is also indicative of broader trends within the bakery market, where traditional recipes are being refreshed to cater to contemporary tastes. The novelty of combining familiar snacks with classic bakery goods has stirred interest among consumers, leading to increased engagement across social media platforms.
Foodie content creator Nectorious Papi highlighted the launch of the new hot cross buns to his 80,000 followers on TikTok, generating excitement and anticipation among shoppers. The video received 115,000 views, showcasing comments from eager fans ready to sample the latest creation. “Omggg yesss,” one exclaimed, demonstrating the interactive spirit behind the product launch.
The anticipation is certainly palpable as customers can grab their Wagon Wheels-inspired buns at Coles supermarkets for $5.50 for a four-pack. With their unique flavor profile, these buns are geared not only for the Easter table but also promise to be delightful treats any time of year, celebrating the iconic Aussie flavors.
These buns mark the continued synergy between Coles and Arnott's, reminiscent of past successful launches. Given the history of customer enthusiasm, the company's confidence rests upon making this new collaboration another beloved offering. Ranita Cowled, Business Director – Treating at The Arnott’s Group, noted, “Collaborate with Coles for a second year, bringing back the iconic Coles Arnott’s Iced VoVo inspired Hot Cross Buns... highlights both brand’s celebration of modern nostalgia and unique innovation.”
With the hot cross bun tradition deeply ingrained in Australian culture for centuries, the innovative interpretations being offered allow customers to enjoy this classic like never before. And as the flavors of Wagon Wheels are embraced, Coles continues to redefine holiday treats through collaboration and creativity.
For those yet to indulge, the timed launch of these buns—paired with the continuing availability of traditional and innovative hot cross bun ranges—ensures Australia's love for these sweet, spiced treats remains strong. Be sure to check them out before they disappear from store shelves!