King’s Hawaiian Is Bringing Back a Flavor That Sold Out Almost Instantly
And it's a fetching shade of lavender.
Image Courtesy of King's Hawaiian
King’s Hawaiian is rolling out a new iteration of its popular dinner rolls nationwide. And reader, they’re purple.
King's Hawaiian Ube Coconut Sweet Rolls, an “island-inspired twist on the brand's signature soft, fluffy rolls,” as the brand describes them, are headed our way.
What are King's Hawaiian Ube Coconut Sweet Rolls?
The dinner-roll brand’s first limited-time flavor to roll out nationwide, King's Hawaiian Ube Coconut Sweet Rolls are made with, yes, actual ube and coconut milk and “deliver a rich taste and distinctive lavender hue,” the brand says. It touts the rolls as both “eye-catching” and “irresistible.”
“The new rolls blend the beloved sweetness and pillowy texture of King's Hawaiian with the unique taste of ube, a purple yam originating in the Philippines that's widely used in desserts and baked goods,” King’s Hawaiian says in a press release. “Known for its naturally vibrant violet color, ube has a sweet flavor often described as a blend of vanilla, coconut and pistachio.”
The rolls contain no artificial dyes or high fructose corn syrup and are suitable for breakfast, dessert or snacking.
Why is King's Hawaiian releasing Ube Coconut Sweet Rolls?
In June 2025, the brand King's Hawaiian Ube Coconut Sweet Rolls made a limited-edition debut and sold out in less than two minutes — twice — according to the brand. The purple rolls were also a hit on social media.
In response to the surging demand, King’s Hawaiian said it “fast-tracked production to bring it to the masses as quickly as possible” and make it available at retailers nationwide.
"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," Raouf Moussa, CMO at King's Hawaiian, says in a statement. "In that moment, we knew we had something special and were determined to bring them to consumers as quickly as possible.”
The nationwide rollout of the rolls is again sparking excitement on social media, with people sharing sightings and recipes.
“giving the people exactly what they asked for,” someone comments on the brand’s announcement post.
“hey, so you just made my dreams come true today,” another commenter says.
How can you get King's Hawaiian Ube Coconut Sweet Rolls?
The rolls are now available nationwide. You can find them at major supermarkets and other retailers like Target in 12-count bags, as well as at club retailers like Costco in 24-count twin packs (two 12-count bags), for a limited time.
Try This Recipe
Ham and Cheese Sliders
These pull-apart ham and cheese sliders are a perfect crowd-friendly snack that’s easy to prep and great for just about any party. Soft, sweet Hawaiian rolls are filled with smoky ham, melty Swiss and a punchy Dijon-mayo that brings just the right amount of tang. A buttery, poppy-seed glaze makes the sliders bake up golden and caramelized and a pickle-topped toothpick holds each slider together for the perfect briny bite.
Related Content:
