- Brits are toast-ally hot cross bun obsessed as survey findings show 57% are now enjoying them all-year-round, driving a 34% year-on-year sales uplift across Sainsbury’si
- 34% of Brits are reinventing traditional treats with alternative spreads, dessert mashups and spicy toppings
- Tapping into the appetite for innovative flavours, Sainsbury’s has unveiled three new Taste the Difference Hot Cross Bun varieties this year, including Cherry & Double Chocolate, Carrot Cake and Rhubarb & Ginger
From chilli jam and cheese to dessert-inspired twists, hot cross buns are getting a modern makeover this Easter. To tap into the nation’s growing appetite for bold flavour pairings, Sainsbury’s is expanding its Taste the Difference hot cross bun range with three new varieties - Cherry & Double Chocolate, Carrot Cake and Rhubarb & Ginger - available in store and online now.
According to research commissioned by Sainsbury’s, over half of Brits (57%) consider hot cross buns an all-year-round staple, with Easter inspiring shoppers to experiment with how they enjoy the treat. No longer just a toasted breakfast snack, the appetite for the spiced classic has seen 70% tucking in at any hour of the day, contributing to a 34% year-on-year sales increase across Sainsbury’s Taste the Difference Hot Cross Bun rangeii. The much-loved British favourite is also being reimagined, as over a third (34%) are keen to experiment with their toppings - from sweet-heat ‘swicy’ flavours to twists beyond traditional butter.
Nostalgia is also firmly back on the menu this year, with the research revealing nearly half of Brits (48%) are gravitating towards hot cross bun flavours inspired by classic puddings. This trend is being driven by millennials, with two-thirds (66%) looking to recreate comforting British dessert flavours - think apple crumble and carrot cake - making the perfect excuse to put a retro twist on a classic bun.
As British palates continue to become more adventurous, over half (54%) of shoppers are seeking daring pairings for their Easter fare, with 46% set to embrace the popular “swicy” (sweet and spicy) trend, using chilli-infused honey and crispy chilli oils complement. This follows a 213% Year-on-Year increase in searches for ‘hot honey’iii at Sainsbury’s, followed by a 120% week-on-week jump for ‘chilli relish’iv. Taking that contrast even further, this year’s comfort treats are also getting a “swavoury” upgrade, as almost half (46%) are looking to mix savoury and sweet flavours, bringing the best of both worlds in one tasty bite.
From smoky heat to creamy fusions, these are the top five unconventional combinations topping the nation’s wishlist:
- Crispy bacon and maple syrup (25%)
- Chilli jam and cheese (20%)
- Smoked salmon and herbed cream cheese (17%)
- Smashed avocado with chilli flakes (14%)
- Jalapeño and whipped feta (11%)
To help Brits master these creations at home, Harriet Gardner, Sainsbury's Development Chef, has created two signature pairings from the new range to upgrade the classic bun:
- The ‘Swicy’ (sweet & spicy) Cherry & Choc Twist: Elevate the Taste the Difference Cherry & Double Chocolate Hot Cross Buns and layer with the bold heat of Taste the Difference Chilli Jam and the sharp richness of Taste the Difference Welsh Slate Cavern Aged Cheddar.
- The ‘Swavoury’ (savoury & sweet) Carrot Cake Brunch: For a sophisticated morning treat, lightly toast the Taste the Difference Carrot Cake Hot Cross Buns and spread with the Taste the Difference Honeycomb & Salted Caramel Butter, followed by a generous schmear of soft cheese before adding crispy bacon and walnuts, finished with a drizzle of maple syrup for the ultimate salty-sweet fusion.
James Campbell"Hot cross buns remain a much loved staple at Easter and this year customers are clearly having fun experimenting at home. From the ‘swicy’ kick of chilli jam to rich, dessert inspired twists, the new Taste the Difference hot cross buns are delicious simply toasted - or a brilliant base for bold pairings they'll want to come back to."
Sainsbury’s Director of Product & Innovation
The innovation doesn’t stop at the bake. Even for those still opting for the simple butter pairing, 39% of Brits are swapping standard spreads for artisanal, flavourful blends. Interest in specialty spreads is spiking as searches on Sainsbury’s website for ‘salted caramel butter’ have jumped by 150% week-on-weekv, while ‘honeycomb salted caramel butter’ is up 100%vi, as customers look for the perfect sweet upgrade for their hot cross buns.
The full range can be found in store and online here now.
ENDS
NOTES TO EDITORS
About the research
The research was conducted by Censuswide, among a sample of 2,000 nat-rep. The data was collected between 04.03.2026-06.03.2026. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
About Sainsbury’s
Offering delicious great quality food at competitive prices has been at the heart of what we do since John James and Mary Ann Sainsbury opened our first store in 1869. Today, inspiring and delighting our customers with tasty food remains our priority and our purpose is clear – we make good food joyful, accessible and affordable for everyone, every day.
Our focus on great value food and convenient shopping, whether in-store or online is supported by our brands - Argos, Nectar, Tu Clothing, Habitat, Sainsbury’s Bank and Smart Charge. Sainsbury’s has almost 600 supermarkets and over 800 convenience stores. Argos is a leading digital retailer and is the third most visited retail website in the UK, with over 70 per cent of its sales starting online. Argos is conveniently available for customers to collect from hundreds of Sainsbury’s stores. Digital and technology enables us to adapt as customers shop differently and our profitable, fast-growing online channels offer customers quick and convenient delivery and collection capability.
i Sales data from Sainsbury’s shows YoY for the corresponding search term increases between Feb 2025 & Feb 2026.
ii Sales data from Sainsbury’s shows YoY for the corresponding search term increases between Feb 2025 & Feb 2026.
iii Search data from Sainsbury’s shows YoY for the corresponding search term increases between Feb 2025 & Feb 2026.
iv Search data from Sainsbury’s shows WoW for the corresponding search term increases between 15th-21st Feb vs 8th-14th Feb.
v Search data from Sainsbury’s shows WoW for the corresponding search term increases between 15th-21st Feb vs 8th-14th Feb.
vi Search data from Sainsbury’s shows WoW for the corresponding search term increases between 15th-21st Feb vs 8th-14th Feb.