The annual hot cross bun taste test conducted by consumer advocacy group Choice has yielded a surprising result: a chocolate variety has taken the top score, challenging the traditional fruit-filled staple’s dominance. Woolworths Bakery Chocolate Hot Cross Buns Made With Cadbury Milk Chocolate Chips earned a score of 95%, one of the highest in the organization’s decade-long history of evaluating Easter buns.
This year’s assessment encompassed 15 different buns from Coles, Woolworths, IGA, Aldi, and Bakers Delight, spanning traditional fruit, chocolate, and gluten-free options. The result signals a potential shift in consumer preferences, or at least a willingness to embrace innovation within the traditionally conservative hot cross bun market.
According to Brigid Treloar, a culinary taste tester who also judges chocolate at the Sydney Royal Fine Food Show, the winning Woolworths buns delivered a complete sensory experience. “It looked like chocolate. It tasted like chocolate. It smelled like chocolate,” she stated. Treloar highlighted the unusual consistency of the sensory qualities, noting that the strong chocolate flavor persisted whether the bun was toasted or eaten fresh.
The judges, including Treloar, employed a blind taste test methodology, evaluating each bun on flavor, aroma, texture, and appearance. The assessment considered factors like the height and “dome” of the bun, with lower profiles indicating a denser, drier interior.
Interestingly, the Woolworths chocolate buns achieved their high score despite having a relatively lower chocolate content – 19% – compared to the runner-up, Coles Bakery Choc Chip Hot Cross Buns, which contained 25%. Treloar theorized that the inclusion of cocoa powder in the Woolworths recipe may have amplified the chocolate flavor profile.
While chocolate buns stole the show in their category, traditional fruit buns still hold a strong position. Coles Finest Luxurious Fruit Hot Cross Buns secured the top spot in the traditional fruit category for the second consecutive year, achieving a score of 85%. Treloar attributed this success to a generous fruit filling that extended beyond simple sultanas and a pronounced spice aroma, which she found lacking in many competing products. “If you don’t have that spice coming through,” she explained, “there’s not much differentiating a bread roll with fruit and a bread roll without fruit.”
The price differential between the top traditional bun and its competitor is notable. While the Coles buns cost $1.38 each, Woolworths Bakery Traditional Fruit Hot Cross Buns placed second with a score of 73% and a price of just 73 cents per bun – less than half the cost. This price disparity could influence consumer purchasing decisions, particularly in the current economic climate.
For consumers seeking gluten-free options, Woolworths also emerged as the leader, achieving the highest scores in both the traditional and chocolate gluten-free subcategories. The Woolworths Free From Gluten Fruit Hot Cross Buns scored 77%, while the Woolworths Free From Gluten Choc Hot Cross Buns achieved a score of 70%, both priced at $1.38 per bun.
Treloar noted an improvement in the appearance of gluten-free buns this year, stating that they more closely resembled traditional hot cross buns, a departure from the “hockey puck” shape often associated with gluten-free baked goods. She also observed a “slightly unnatural and chemically” aroma across all gluten-free varieties, but found that toasting the Woolworths products mitigated this scent, replacing it with a more appealing aroma.
The Choice taste test results highlight the increasing diversity and quality of supermarket hot cross buns. The success of the Woolworths chocolate buns demonstrates a willingness among consumers to deviate from tradition, while the continued strong performance of traditional fruit buns suggests a sustained demand for classic flavors. The competitive landscape, with brands like Coles and Bakers Delight also achieving high scores, indicates a robust market driven by both innovation and consumer preference.
The data suggests that supermarket hot cross bun sales are likely to remain strong leading up to Easter. The availability of a wide range of options, from budget-friendly traditional varieties to premium chocolate offerings, caters to a diverse consumer base. The emphasis on sensory qualities – flavor, aroma, texture, and appearance – underscores the importance of product development and quality control in this competitive market.
