Every once in a while the stars align and a brand-new grocery obsession is born. Such is the case with the latest new flavor from King’s Hawaiian, a brand beloved for its classic and iconic sweet rolls. Disney’s new live-action Lilo & Stitch movie seems to be taking over the world, and is spreading a little Hawaiian love along the way.
Needless to say it was the perfect moment for King’s Hawaiian Sweet Ube Coconut Rolls to make their debut, and fans of the brand definitely agree. The new sweet rolls are made with a combination of special ingredients, including ube, which is a staple ingredient in the Philippines. Ube is known for its sweet, creamy flavor, and when it’s mixed with coconut the end result is nutty, rich, and oh-so-delicious.
The new flavor went on sale on June 2 and it’s already sold out. There’s never been another roll quite like it, and although it may be a limited-edition release, the brand is definitely going to need a restock ASAP. Each pack includes 12 rolls and retails for just $7.99. Right now it’s an online exclusive, but maybe if we see enough demand we might see the new flavor in grocery stores in the future.
People were so excited about the new flavor that it sold out in less than 5 minutes — which means there were many King’s Hawaiian fans who missed out. “Turn the ovens back on! I got on the site after 9 minutes just for it to be sold out,” commented one disappointed would-be shopper. Others simply resorted to begging. “I need someeee. Restore moreeee!! Pleaseeeee,” wrote another TikTok user.
If you are also itching to try the new Ube Coconut Rolls, you can sign up for an in-stock alert on the King’s Hawaiian website. Just remember that once you get the notification you’ll have to act fast if this last drop of these ube-flavored sweet rolls is any indicator.
Buy: King’s Hawaiian Sweet Ube Coconut Rolls (12-count), $7.99