The tradition of Rosca de Reyes, or King Cake, continues to thrive as Mexico prepares to celebrate the Day of Kings on January 6, 2025. With various flavors and prices, there's something for every taste and budget. While the significance of the holiday remains deeply rooted in Christian tradition, the evolution of the Rosca over the years has introduced new culinary trends and options.
For those planning for this year’s festivities, knowing where to buy the best Rosca de Reyes is key. Major retailers such as Costco, Sam’s Club, and Walmart will offer distinct varieties, each catering to the diverse preferences of Mexican families.
According to reports, Costco will feature two main types of Rosca. The traditional version is priced at $379 pesos, crafted with soft bread and adorned with colorful jellies and fruits. For those seeking something sweeter, the filled version with cream will cost $500 pesos, enticing bakery enthusiasts with its creamy texture.
Not to be outdone, Sam’s Club plans to present its Member’s Mark brand options, including the traditional 2 kg Rosca priced at $408.16. This classic offering is not only visually appealing but also promises fluffy and buttery flavors. If you're after something more extravagant, the Gourmet Rosca at $428.63 is made with luxurious ingredients like Philadelphia cheese and La Lechera, topped with white chocolate and various nuts.
Walmart also caters to the budget-conscious consumer with its range of Rosca options. A little surprise for those who prefer single serving desserts: ExtraSpecial chocolate chip spheres for just $10 pesos each. For small gatherings, the medium traditional Rosca (500g) is offered at $169 pesos. Larger families can opt for the ExtraSpecial family version (1.8 kg) at $399 pesos, which combines classic flavors and festive decorations.
The 2025 season marks the return of traditional flavors juxtaposed with modern twists, catering to different market segments. The price increase this year is largely due to the rising costs of ingredients like eggs, butter, and sugar. The National Alliance of Small Traders forecasts traditional Roscas to cost between $360 and $650 pesos for 15 people—a 20% increase from the previous year. Gourmet varieties could reach between $450 and $850 pesos.
Interestingly, this year also highlights social responsibility initiatives, with the purchase of Roscas made by individuals serving time. The Department of Security is promoting Roscas baked by inmates from the Ciudad de Mexico facilities, priced at $150 pesos each, all part of the “Hazme Valer” brand.
The Rosca de Reyes carries rich cultural and social significance. Originated from Spanish traditions, this festive cake symbolizes the visit of the Three Wise Men to the Christ Child. Each beautifully crafted cake features hidden figurines, typically representing baby Jesus, and brings nostalgia along with delicious anticipation as families gather to cut the cake.
The celebratory event is more than just food—it’s about family unity, joy, and surprises. Whoever discovers the figurine upon cutting the Rosca is tasked with hosting the tamales on Día de la Candelaria (Candlemas Day) on February 2. The interplay between tradition and festival spirit is alive and palpable.
Innovation has become integral to the Rosca experience. Bakeries and restaurants across Mexico City are showcasing unique flavors and designs. For example, the Rosquiza Santa Clara event revealed some creative competitors, with bakeries presenting flavors from brioche to tropical fruit-infused options. Notably, Amado took home the first prize for their traditional Rosca decorated with vanilla and orange, hinting at the rich variety these desserts can offer.
Creative spins on the Rosca have also emerged. Bakeries have introduced themed versions featuring collectible characters, favorite animal motifs such as capybaras, and even whimsical surprises for kids. This year, the inclusion of figures such as kittens and beloved Asian darling, the ternurines, is gaining traction among younger audiences.
The blend of traditional and modern flavors reflects how deeply embedded the Rosca remains—celebrated by all, from families gathering at home to social innovators enacting creative bakery traditions.
With the anticipation of the Day of Kings around the corner, it’s time for families to choose their Rosca wisely. Do you prefer the reliable classic or the lavish gourmet option? Each bite tells the story of cultural heritage, collective memory, and festive celebration. Dive deep, choose wisely, and act fast this January; availability may vary as bakeries will only produce until the holiday concludes!