King's Hawaiian is bringing a new innovation to grocery shelves nationwide: King's Hawaiian Ube Coconut Sweet Rolls. Made with real ube and coconut milk, this island-inspired twist on the brand's signature soft, fluffy rolls marks the company's first-ever limited-time flavor to hit retailers nationwide. 

The national rollout comes on the heels of a successful limited-time debut in June 2025. Fueled by swelling demand on social media, King's Hawaiian is not only bringing it to retailers nationwide, but they also fast-tracked production to bring it to the masses as quickly as possible. Just under a year later, the product will be available at major retailers across the country.

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. Known for its naturally vibrant violet color, ube has a sweet flavor often described as a blend of vanilla, coconut and pistachio. 

Made with real ube and coconut milk, and no artificial dyes or high fructose corn syrup, the rolls are perfect for breakfast, dessert or a snack straight out of the bag.

King's Hawaiian Ube Coconut Sweet Rolls are now available nationwide at major grocery retailers in the deli and bakery section in 12-count bags for a limited time. To celebrate the launch, the brand also unveiled a series of ube-inspired out-of-home billboards teasing the innovation across select markets. Club retailers will also offer a 24-count twin bag (two 12-count packs).

By introducing the bold flavor of ube into its signature sweet rolls—and bringing a viral fan favorite to grocery shelves—King's Hawaiian continues its legacy of delivering unexpected island-inspired innovation to everyday tables, made with aloha and shared with joy.