‘These sound unreal!’: Why Coles’ new product has shoppers running to the store
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When it comes to new product releases, not every experiment hits the mark.
One retailer has taken a hard look at customer feedback and made a bold decision to rethink its offerings.
What followed was a swift change, with a fresh launch that’s already sparking conversations and excitement.
Coles has listened to feedback and axed its controversial Burger Sauce Hot Cross Buns, replacing them with a new offering that foodies are calling an ‘instant hit’.
The supermarket giant caused a stir in 2023 when it released the Coles Special Burger Sauce Hot Cross Buns alongside its traditional fruit and chocolate varieties.
However, the savoury twist failed to catch on as hoped, with some customers expressing their distaste.
'Honestly revolting,' one shopper declared.
Another said: 'These are a hard no.'
Despite the backlash, Coles spokesperson acknowledged the product’s failure, noting: '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.'
Taking note of the criticism, Coles has now unveiled a new limited-edition variety in collaboration with Arnott’s for the 2025 season: Wagon Wheels Original Hot Cross Buns.
Brad Gorman, Coles General Manager of Commercial, Bakery, Dairy & Frozen, said: '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.'
The new buns are inspired by the beloved Wagon Wheels biscuit, featuring a chocolate dough infused with marshmallow flavour, raspberry fudge, raspberry jellies, and choc chips.
Melbourne food blogger Nectorious Papi, who sampled the buns ahead of their 3 February release, described them as 'a chocoholics dream. Very chocolatey with delicious marshmallows and raspberry jam coming through. An instant Aussie classic in my opinion.'
Many social media users were quick to express excitement about the new product after Coles teased the flavour online.
One declared: 'This. Is. So. Good. I’m literally going to eat 16 packets.’
Another said: 'OMG!!! Can’t wait.'
Others were relieved that the Burger Sauce buns had been replaced, with one social media user sharing: 'I was praying it wasn’t something weird again, these sound unreal.'
Nectorious Papi also expressed his relief, calling the Burger Sauce Hot Cross Buns 'surely a prank because they were not good, hot or cold,' and added, 'Thank God Coles have axed them.'
Watch his video below.
Coles had previously collaborated with Arnott’s to create the viral Iced VoVo and Pizza Shapes-inspired Hot Cross Buns, which sold out quickly.
Although the Iced VoVo buns have returned this year, there has been no confirmation about whether the Pizza Shapes version will also make a comeback.
Coles shoppers are already buzzing about the new Wagon Wheels flavour, and many are excited to try it for themselves, with prices set at $5.50 per 4-pack.
Despite the shift away from the Burger Sauce flavour, Coles still offers other unique options, including the Iced VoVo and Vegemite and Cheese Hot Cross Buns.
Will the Wagon Wheels Original buns become your new favourite? Is there another flavour you'd love to see?
Drop your thoughts in the comments below!
One retailer has taken a hard look at customer feedback and made a bold decision to rethink its offerings.
What followed was a swift change, with a fresh launch that’s already sparking conversations and excitement.
Coles has listened to feedback and axed its controversial Burger Sauce Hot Cross Buns, replacing them with a new offering that foodies are calling an ‘instant hit’.
The supermarket giant caused a stir in 2023 when it released the Coles Special Burger Sauce Hot Cross Buns alongside its traditional fruit and chocolate varieties.
However, the savoury twist failed to catch on as hoped, with some customers expressing their distaste.
'Honestly revolting,' one shopper declared.
Another said: 'These are a hard no.'
Despite the backlash, Coles spokesperson acknowledged the product’s failure, noting: '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.'
Taking note of the criticism, Coles has now unveiled a new limited-edition variety in collaboration with Arnott’s for the 2025 season: Wagon Wheels Original Hot Cross Buns.
Brad Gorman, Coles General Manager of Commercial, Bakery, Dairy & Frozen, said: '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.'
The new buns are inspired by the beloved Wagon Wheels biscuit, featuring a chocolate dough infused with marshmallow flavour, raspberry fudge, raspberry jellies, and choc chips.
Melbourne food blogger Nectorious Papi, who sampled the buns ahead of their 3 February release, described them as 'a chocoholics dream. Very chocolatey with delicious marshmallows and raspberry jam coming through. An instant Aussie classic in my opinion.'
Many social media users were quick to express excitement about the new product after Coles teased the flavour online.
One declared: 'This. Is. So. Good. I’m literally going to eat 16 packets.’
Another said: 'OMG!!! Can’t wait.'
Others were relieved that the Burger Sauce buns had been replaced, with one social media user sharing: 'I was praying it wasn’t something weird again, these sound unreal.'
Nectorious Papi also expressed his relief, calling the Burger Sauce Hot Cross Buns 'surely a prank because they were not good, hot or cold,' and added, 'Thank God Coles have axed them.'
Watch his video below.
Coles had previously collaborated with Arnott’s to create the viral Iced VoVo and Pizza Shapes-inspired Hot Cross Buns, which sold out quickly.
Although the Iced VoVo buns have returned this year, there has been no confirmation about whether the Pizza Shapes version will also make a comeback.
Coles shoppers are already buzzing about the new Wagon Wheels flavour, and many are excited to try it for themselves, with prices set at $5.50 per 4-pack.
Despite the shift away from the Burger Sauce flavour, Coles still offers other unique options, including the Iced VoVo and Vegemite and Cheese Hot Cross Buns.
Will the Wagon Wheels Original buns become your new favourite? Is there another flavour you'd love to see?
Drop your thoughts in the comments below!
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