‘Ube’-r sweet King’s Hawaiian LTO returns nationwide

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‘Ube’-r sweet King’s Hawaiian LTO returns nationwide

8 Apr 2026

Annie Hollon

Annie Hollon is a journalist, copywriter and social media strategist from the Dallas, Texas area. She found a love for magazine writing during her time at the University of Alabama where she graduated with a Bachelor of Arts, double majoring in public relations and English. Beyond writing, you can find her expanding her library, attempting to teach herself the guitar and trying new hobbies.

LOS ANGELES — After first debuting in June 2025 online, King’s Hawaiian is bringing back its Ube Coconut Sweet Rolls limited-time offer (LTO) … only this time, on a national scale.

“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,” said Raouf Moussa, chief marketing officer at King’s Hawaiian. “In that moment, we knew we had something special and were determined to bring them to consumers as quickly as possible.”

This marks the first time the baking company, part of the Irresistible Foods Group portfolio, has released an LTO to retailers nationwide. The product’s return can be attributed to consumer demand; to answer the call, King’s Hawaiian fast-tracked production on the lavender-colored rolls to bring them back.

Ube Coconut Sweet Rolls strike a balance between King Hawaiian’s classic sweet and pillowy texture with the unique taste and hue of ube. The rolls are made with real ube and coconut milk and are free from high-fructose corn syrup and artificial dyes.

“Inspired by the spirit of innovation that defined founder Robert R. Taira’s original bakery in Hilo, Hawaii, more than 75 years ago, this new flavor continues King’s Hawaiian’s tradition of baking beyond the expected, and we can’t wait to share it with consumers,” Moussa said.

The King’s Hawaiian Ube Coconut Sweet Rolls are available in 12-count bags at major grocery retailers nationwide for a limited time and in 24-count twin bags at club retailers.

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