Major supermarkets Coles and Woolworths deny that they are trying to con consumers by starting to sell hot-cross buns this week.

Both retail chains which together dominate Australia’s grocery market said the new product lines they would put on shelves from tomorrow were not the traditional Easter baked goods.

Consumers affairs manager for Woolworths, Peter Foster, (below) said: “These are not hot-cross buns.

“They are a totally new and unique product line designed, made, and marketed by Woollies which we call hot-X buns, with the ‘X’ referencing Xmas.”

“In fact if you squint you could even mistake them for small doughy and delicious Christmas presents wrapped in white sugary ribbons. Mmm, yum, yum.”

Consumers affairs manager for Coles, Peta Foster, (below) said: “These are not hot-cross buns.

“They are a totally new and unique product line designed, made, and marketed by Coles which we call hot-X buns, with the ‘X’ referencing Xmas.

“In fact if you squint you could even mistake them for small doughy and delicious Christmas presents wrapped in white sugary ribbons. Mmm, yum, yum.”

Both supermarkets denied the new product was an excuse to further bring forward the sale of hot-cross buns which had seen the goods on supermarket shelves earlier and earlier in recent years.

“Woolworths rejects that suggestion entirely,” said Mr Foster. “We will not be selling hot-cross buns in 2025 until much closer to Easter, around December 26 this year to be precise.”

A similar denial was issued by Coles.

“Woolworths… I mean Coles rejects that suggestion entirely,” said Ms Foster. “We will not be selling hot-cross buns in 2025 until much closer to Easter, around December 26 this year to be precise.”

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