Asda customers go wild for new flavour hot cross buns

As customers gear up for Easter, Asda has unveiled its most exciting Hot Cross Bun line‑up yet - including three innovative and indulgent new Exceptional by ASDA flavours: Cherry Bakewell, Salted Caramel & Chocolate, and Lemon & White Chocolate. 

These are priced at just £1.40 on Rollback at Asda, down from £1.77 for a pack of four. The Rollback promotion is running from Thursday 19th February until April 15th. 

James Howat, Product Development Manager at Asda, said: “We wanted to bring real excitement to Easter this year, and our new Exceptional flavours do exactly that. They’re indulgent, fun, and packed with bold tastes our customers are loving. Seeing the reaction online has been brilliant - people can’t wait to get their hands on them.” 

Food lovers have been quick to share their excitement online, especially for the new Exceptional Lemon & White Chocolate flavour and the new 2 Easter Carrot Cake Style Iced Buns (£1.87)

Fans are tagging friends and rushing to try them, commenting: 

“OMG! These sound delicious! 🤤 I’m off to Asda tomorrow”

“Best lightly warmed, with butter melting in, or toasted and finished with a bit of extra white chocolate.” 

“This is a bit of me 😍” 

“NEEEEDDD 😍” 

“Looks lush” 

“Bought these on Monday! So so tasty 😋” 

“Off straight to Asda”

“A game changer” 

 

Asda’s full Hot Cross Bun range also includes returning favourites such as: 

Exceptional by Asda 4 Extra Fruity Hot Cross Buns 

Exceptional by Asda 4 Apple & Cinnamon Hot Cross Buns 

Exceptional by Asda 4 Triple Chocolate Hot Cross Buns 

Asda Bakery 4 Hot Cross Buns (starting from just £1) 

Asda Free From 4 Easter Hot Cross Buns

Asda Free From 4 Chocolate Orange Hot Cross Buns 

Asda Free From 4 Apple & Cinnamon Hot Cross Buns 

 

ENDS 

 

Notes to Editors 

The Exceptional by Asda Hot Cross Bun range is available in-store and online from 19th of February until the 15th of April 2026.