I come from a family that likes to eat bread and rolls. My wife also comes from a family that likes to eat bread and rolls. We’ve produced a daughter who also enjoys bread and rolls. (Seriously, she’s eating a hot dog bun as I write this review.) It’s actually shocking that I haven’t covered a bread/roll release for Snackology over the first 200+ installments of the newsletter.
That changes today thanks to King’s Hawaiian Ube Coconut Rolls.
I can’t pinpoint the exact moment when King’s Hawaiian rolls became ubiquitous, but the soft and squishy dinner rolls are everywhere these days and brought sweet Hawaiian rolls themselves into the mainstream. And now it seems like King’s Hawaiian has pulled off that trick again with ube, “a purple yam originating in the Philippines that’s widely used in desserts and baked goods” and is “known for its naturally vibrant violet color.”
King’s Hawaiian previously released its Ube Coconut Rolls last year, selling them exclusively online. The purple-hued dinner rolls are still limited edition this time, but now you can buy them in stores like Target.
“We saw the incredible demand for our Ube Coconut Rolls in 2025 when we first unveiled them on our website and they sold out almost instantly,” King’s Hawaiian CMO Raouf Moussa said in the company’s announcement. “In that moment, we knew we had something special and were determined to bring them to consumers as quickly as possible.”
Welcome to Snackology!
This publication is a free newsletter, but it’s fueled by readers like you. Support independent news, reviews and more for just $5 a month.
I’m not kidding around when I bring up my family’s love of rolls and bread. I once ate 11-and-a-half breadsticks at Olive Garden. My brothers like to snatch dinner rolls off my plate at family events when I’m not paying attention. King’s Hawaiian would’ve had to have wildly biffed these rolls for them to not be a hit in my book.
I get why people demanded that they bring the Ube Coconut Sweet Rolls back. I don’t have much experience with ube. When I was in San Diego last fall, I bought an ube cookie at the markets in the same venue as the Stone Brewing World Bistro & Gardens. I enjoyed that cookie, especially after a few beers.
King’s Hawaiian says that ube “has a sweet flavor often described as a blend of vanilla, coconut and pistachio.” All of those notes are subtle enough to combine into yet another really fantastic dinner roll from the company.
I really should find something creative to do with King’s Hawaiian Ube Coconut Rolls before I snack on the entire bag ...
The Omnicosm founder. Snackology, Popculturology and The Cold Open writer. A Rochester, N.Y., native now living in the Washington, D.C., area. Won’t pass up a Genny Cream Ale.
Black Forest revamped its lineup, introducing Organic Gummy Bears and Organic Gummy Forest Friends with ‘no artificial colors and flavors from real sources.’
Bluesky
Instagram
