King’s Hawaiian Ube Coconut Sweet Rolls Are Here—and Yes, They’re Purple

New rolls alert! Wait! This is actually exciting, I promise. King’s Hawaiian is dropping its first ever limited time flavor—and it’s purple! Weren’t you just saying you wanted to eat more purple stuff? Behold, King’s Hawaiian Ube Coconut Sweet Rolls.

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What are the new King’s Hawaiian Ube Coconut Sweet Rolls?

These new purple rolls are the classic, slider-sized King’s Hawaiian rolls are made with actual ube (aka purple yam known for its subtle, vanilla-ish flavor) and coconut milk. They’re subtly sweet and lavender-hued.

Are these a permanent addition to the King’s Hawaiian line-up?

Sadly, these are a limited time offer only—for the time being, at least. You can get them in 12-count bags.

Where can you find the new rolls?

These are not exclusive to any one store. Starting today (April 6) these new rolls will be available at major grocery stores nationwide.

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Are the rolls any good?

As far as the masses go, yes, these are good. Back in June 2025, King’s Hawaiian tested out these purple rolls and they sold out in less than two minutes. Fans demanded via social media that the company bring back the rolls. So they fast-tracked production and here we are. If you’re looking for a professional’s POV, a writer for Parade had positive things to say back when the rolls were first tested in 2025. We’ll be sure to share our official review when we get our hands on these lavender haze-hued rolls.

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.