In a move that has divided British shoppers, the Australian supermarket giant Coles has launched its seasonal hot cross buns for Easter 2025 just one day after Christmas. The festive bakery items hit shelves across the UK on Boxing Day, with the retailer anticipating it will sell more than two million buns before New Year's Day arrives.
Charity Drive Behind Early Launch
The controversial decision to stock Easter products a full three months before the holiday is driven by a charitable initiative. Coles will donate 20 cents from every six or nine-pack of hot cross buns sold to Redkite, a leading charity supporting children with cancer and their families. This fundraising effort will run from now until the 1st of January, 2026.
Priced at $4.50 for a single pack or offering a value deal of two packs for $8, the range is available both in-store and online. Shoppers can choose from traditional fruit buns, as well as chocolate, apple and cinnamon, and mini fruit varieties. For a nostalgic twist, Coles has also revived its popular Arnott's Iced VoVo flavour, which recreates the taste of the iconic Australian biscuit in hot cross bun form.
Shoppers Divided Over Festive Timing
The early reappearance of the Easter staple has sparked a lively debate among consumers on social media and in-store. One eager customer commented, 'About time, I've been waiting since April for them to make a return.' Another joked, 'HURRY! The sooner we eat them all, the sooner we can get back into Christmas.'
However, not all feedback has been positive. Some shoppers expressed frustration at the rapid retail transition between holidays. 'Bloody hell... Christmas isn't even over yet,' one pointed out. A more vehement critic stated, 'I refuse to buy them. Let us enjoy each holiday before we're being pushed into the next one.' Another observer offered a different perspective, laughing, 'People who get mad about this kind of stuff are so funny. Like, why are you so bitter about life?'
Turning Tradition into Meaningful Support
Brad Gorman, Coles General Manager for Commercial, Bakery, Dairy & Frozen, defended the early launch, framing it as an opportunity to support a vital cause. 'Aussies have made hot cross buns a post-Christmas favourite and we're proud to turn that tradition into meaningful support for families, who need to navigate the reality of childhood cancer,' he said.
Gorman highlighted the supermarket's long-standing partnership with Redkite, which has spanned over a decade and raised more than $55 million. This funding provides critical services including counselling, financial aid for groceries and fuel, and practical help for families.
The impact of this support is illustrated by the story of nine-year-old Dakoda. She was diagnosed with Acute Lymphoblastic Leukaemia just days before her fourth birthday. After years of intensive treatment, she is now in remission. Her mother, Michelle, attested to Redkite's invaluable role. 'As a nurse, I thought I was prepared for anything, but nothing prepares you for your own child's cancer diagnosis,' she said. 'Redkite has been a constant support, letting us focus on Dakoda's health without worrying about everything else.'
Monique Keighery, Redkite's Chief Executive Officer, praised the ongoing collaboration with Coles. 'For the past 12 years, Coles has been a loyal and generous partner... Their commitment ensures that families facing the realities of childhood cancer have access to the support they need during what can be one of the toughest times of their lives,' she stated. 'Every Coles hot cross bun sold helps us continue our vital support.'
While the sight of Easter treats on Boxing Day may prompt sighs about the relentless commercial calendar, Coles is banking on customers embracing the chance to indulge in a seasonal favourite while contributing to a charitable cause that offers tangible help to families in crisis.
