I Tried the New Purple Ube Coconut Rolls from King’s Hawaiian and I’m a Little Bit in Love

It’s not often that new bread rolls inspire not one, not two, but three separate articles. But that’s what happens when one of America’s favorite bread brands (King’s Hawaiian) releases purple ube-coconut-flavored rolls.

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When these rolls were originally launched as a limited time offering back in June of 2025, they sold out fast. So it’s no wonder King’s Hawaiian decided to bring them back—albeit once again only for a limited time. This time around they seem to have made enough of them, because you can still find them on grocery store shelves.

But should you seek them out? I finally got my hands on these squishy, lavender-hued rolls and gave them a taste to find out.

New King’s Hawaiian Rolls!

King’s Hawaiian Ube Coconut Rolls

Walmart

Pros: First of all, they really are purple. It’s not a super bright, fake purple, but as natural as purple bread can be. It’s subtle but definitely noticeable. Fun! Second, you really can taste both the ube and the coconut. The ube brings an earthy vanilla flavor to the bread while the coconut adds some toasty, tropical tang. It’s extremely flavorful bread. You really can just nosh on a roll as a snack—though they’d also be great paired with salty Spam or used as the bread in an ice cream sandwich. And the texture—which you’ll know if you’ve ever had a King’s Hawaiian roll—is so wonderfully squidgy and soft.

Cons: While there definitely are ways to put these rolls to use, they aren’t good for everything. I’m not sure I’d use them for an everyday turkey slider or serve them at Thanksgiving. But you can’t be everything to everyone!

Verdict: If you like ube at all, you need to snag a pack of these rolls. They’re so fun and they won’t be around for long!

Rating:

8.5/10

Sporks

About the Author

Hi! I’m the editor-in-chief of Sporked. I will never turn down a fresh-shucked oyster but I’ll also leap at whatever new product Reese’s releases and I love a Tostitos Hint of Lime, even if there is no actual lime in the ingredients. Why you should trust me: I have been writing about food and beverages for well over a decade and am an avid at-home cook and snacker. I began my career writing about fine dining and recipes, moved into cocktails and spirits, and now I talk about groceries. If you can eat it or drink it, I’ve probably written about it. What I buy every week: Trader Joe’s dried okra. Appleton Farms prosciutto from Aldi. Some sort of Trader Joe’s cheese (I’m into the aged gouda at the moment). Frozen waffles (usually the Eggo Cinnamon Toast Minis). Spindrift water (loving the Cosmopolitan right now). Favorite ranking: Smoked salmon. Imagine me as Scrooge McDuck but instead of coins I’m diving into a vault of slippery smoked salmon slices. Pure joy. I also found some real steals in that taste test! Least favorite ranking: Canned oysters. I had such high hopes for this but it quickly became a chore. The kitchen smelled like an uncleaned aquarium.