Coles has officially launched its Easter hot cross buns, making them available to shoppers just one day after Christmas. The supermarket chain announced that the festive treats will hit shelves starting on December 26, 2025, with expectations to sell over two million buns before New Year’s Day. This early release has sparked a mix of excitement and criticism among consumers.
The hot cross buns are priced at $4.50 for a pack, or two packs for $8, and will feature traditional flavors alongside chocolate, apple and cinnamon, and mini fruit varieties. Notably, Coles is also reintroducing the Arnott’s Iced VoVo hot cross buns, which reinterpret the classic Australian biscuit. The company aims to make the launch impactful, as 20 cents from every six or nine-pack sold will be donated to the children’s cancer charity Redkite.
Coles General Manager of Commercial, Bakery, Dairy & Frozen, Brad Gorman, emphasized the significance of this initiative. “Aussies have made hot cross buns a post-Christmas favorite, and we’re proud to turn that tradition into meaningful support for families navigating the reality of childhood cancer,” he stated. The partnership with Redkite has been ongoing for over a decade, raising more than $55 million to assist families affected by childhood cancer.
The early release has divided opinions among shoppers. Some express enthusiasm, with comments like, “About time, I’ve been waiting since April for them to make a return,” while others argue for a more measured approach to holiday marketing. One customer remarked, “Christmas isn’t even over yet,” reflecting a sentiment that the holiday seasons should be enjoyed sequentially.
“Redkite has been a constant support, letting us focus on Dakoda’s health without worrying about everything else,” said Michelle, the mother of a young cancer survivor, referring to the assistance her family received during their challenging times.
Coles’ initiative not only aims to satisfy customer cravings but also addresses a critical social issue. The funds generated from the hot cross buns will support Redkite’s national family support services, which provide essential resources, including financial assistance for everyday costs. According to Monique Keighery, Chief Executive Officer of Redkite, “The donation per pack on Coles Hot Cross Buns makes a meaningful difference.”
Families like that of Dakoda, a young girl who battled Acute Lymphoblastic Leukemia, have benefitted from Redkite’s services. Dakoda’s mother highlighted the charity’s role in helping their family navigate the complexities of childhood cancer, emphasizing the emotional and practical support they received.
Coles’ decision to launch its Easter range early is a strategic move that resonates with some consumers while challenging traditional holiday marketing norms. As the supermarket chain continues to balance customer expectations with social responsibility, the outcome of this initiative will be closely observed leading into the new year. The promotion runs until January 1, 2026, with the hope that more shoppers will join in supporting a worthy cause while enjoying their favorite festive flavors.
