The Rise of Novelty Hot Cross Buns in the UK

Hot cross buns, traditionally consumed on Good Friday, have evolved significantly in the UK, with supermarkets introducing a wide array of novelty flavors as early as January. This trend has led to the emergence of various non-traditional buns, including options like red velvet and chocolate, which have sparked debate among purists and food enthusiasts alike.

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Major UK supermarkets such as Marks & Spencer, Tesco, Waitrose, Sainsbury’s, Iceland, and Asda are at the forefront of this trend, each offering unique takes on the classic hot cross bun. The managing director of the food trends agency thefoodpeople, Charles Banks, notes that retailers are capitalizing on the popularity of these novelty flavors to attract customers and increase sales.

The Guardian

A recent taste test evaluated 25 different novelty hot cross buns, revealing a spectrum of flavors and quality. Notable mentions include:

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• M&S Luxury Fruited Hot Cross Bun: Rated as the control for traditional flavor.

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• Waitrose No 1 Belgian Chocolate Hot Cross Buns: Praised for their sophisticated chocolate flavor, receiving a score of 7/10.

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• Iceland Luxury Extremely Chocolatey Hot Cross Buns: Criticized for being dry and poorly flavored, earning just 2/10.

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• M&S Red Velvet Filled Hot Cross Buns: Seen as a social media gimmick, these buns were noted for their subtle chocolate flavor but criticized for their high price relative to the filling.

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Other flavors such as Sainsbury’s Taste the Difference Double Chocolate & Cherry and Morrisons The Best Apple & Cinnamon were also tested, with varying degrees of success. The latter was particularly noted for lacking the expected cinnamon flavor.

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Critics argue that many of these novelty buns stray too far from the traditional recipe, often sacrificing essential spices and dried fruits for sweetness and gimmicky flavors. Becca Stock, a food reviewer, emphasizes that while these buns may appeal to a different audience, they should be viewed as separate products rather than alternatives to the classic hot cross bun.

The Guardian

Charles Banks remarked, “From a retailer’s point of view, that’s an increased weight of purchase,” highlighting the commercial strategy behind the novelty trend. He also noted that purist outrage can inadvertently create publicity for these products.

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As the trend of novelty hot cross buns continues to grow, it raises questions about the future of traditional recipes. While some consumers embrace these new flavors, others remain loyal to the classic version. The ongoing evolution of this Easter treat reflects broader changes in consumer preferences and the influence of social media on food trends.

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• “For me, they sit in different categories,” — Becca Stock, Food Reviewer

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• “It’s everything that a hot cross bun is, but dialled up.” — Charles Banks, Managing Director, thefoodpeople

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