The humble hot cross bun has had a makeover. No longer just a spiced, fruit-studded Easter treat, today’s hot cross buns are bold, adventurous and packed with unique flavour profiles. At Plant-Ex, we know that staying ahead of the curve is key to winning over modern consumers. Our expert team is here to help you craft the next big flavour innovation.
Sweet Flavours: A Fresh Take on Tradition
The classic combination of warming spices and dried fruit will always have a place on the shelves, as do chocolate hot cross buns now too, but consumers are now craving more indulgent, premium and unexpected variations.
Here’s where the opportunities lie:
Pistachio: The Standout Flavour of 2025
Pistachio is dominating the premium sweet space, with a +53.85% CAGR over the past two years. We’re seeing it in M&S Collection Extra Thick Pistachio & Milk Chocolate Eggs, Waitrose’s “The Cracking Pistachio Egg”, and Lindt’s LINDOR Pistachio Easter Egg—and now it’s time to bring it into the world of hot cross buns.
For brands looking to tap into this trend, Plant-Ex offers nut-free pistachio flavour solutions that deliver the indulgent, creamy and slightly savoury profile of real pistachios—without the allergen risk.
Blonde Chocolate: The New Premium Chocolate Trend
White chocolate with caramelised, butterscotch-like notes, blonde chocolate is making waves across categories, with a +16.63% CAGR growth over the last two years. Major players like M&S, Waitrose, Nestlé, and ASDA are already capitalising on this trend.
Imagine a hot cross bun with a blonde chocolate drizzle or filling—an irresistible, buttery-smooth twist on a classic. Our expert flavourists can craft the perfect blonde chocolate profile for your next launch.
Savoury Hot Cross Buns: Where Innovation Meets Flavour
Cheese-infused hot cross buns have already made their mark, often served with smoked salmon, cream cheese and dill or crispy bacon. But the potential for savoury buns goes much further:
Gochujang & Garlic: The Ultimate Fusion
Korean flavours are booming – Waitrose reported a 974% increase in searches for “Korean chicken,” a 330% rise in “Korean BBQ,” and a 572% jump in “Gochujang” compared to February 2024. Sales of Gochujang Paste are up 71%.
Now’s the time to blend the rich umami heat of Gochujang with the depth of roasted garlic for a bold, savoury hot cross bun. This is fusion food at its best – bringing together a British Easter staple with one of the world’s most in-demand flavour profiles.
Teriyaki & Spring Onion: A Fusion of Sweet, Savoury & Umami
Asian-inspired flavours continue to grow and Teriyaki has solidified its mainstream status. But consumers want more than the usual applications: Pizza Hut’s Chicken Teriyaki Pizza is proof that global flavours can be reimagined in new formats.
A Teriyaki & Spring Onion hot cross bun would offer the perfect balance of sweet, savoury and umami, making it a standout addition to both retail and foodservice menus.
Let’s Create the Next Big Hot Cross Bun Flavour
At Plant-Ex, we help brands push boundaries with cutting-edge flavour solutions backed by consumer insights and trends data. Whether you’re looking to develop a nut-free pistachio profile, the perfect blonde chocolate, or an adventurous savoury twist, our expert flavourists are ready to collaborate.
Get in touch today at sales@plant-ex.com to discuss your next innovative hot cross bun flavour or request a sample.
