Brits are putting everything from chilli jam to caramel on hot cross buns – and Sainsbury’s says sales are up 34%
Hot cross buns, once a simple toasted Easter treat slathered in butter, are getting a bold British makeover this year. From sweet-and-spicy “swicy” combinations to dessert-inspired twists and savoury pairings, shoppers are reinventing the spiced classic – and supermarket sales are soaring as a result.
According to new research commissioned by Sainsbury’s and conducted by Censuswide among 2,000 nationally representative Brits (fieldwork 4-6 March 2026), 54% of shoppers are actively seeking daring flavour pairings for their Easter buns this year.
Over a third (34%) say they’re keen to experiment with toppings that go far beyond traditional butter, while nearly half (48%) are drawn to nostalgic pudding-inspired flavours such as apple crumble or carrot cake. Millennials are leading the charge, with two in three (66%) looking to recreate comforting British dessert vibes.
The trend is fuelling strong demand. Sainsbury’s reported a 34% year-on-year sales increase across its Taste the Difference hot cross bun range.
No longer confined to breakfast, 70% of Brits are now enjoying the buns at any hour of the day, and 57% consider them an all-year-round staple rather than a seasonal treat alone.
The data shows that British palates are embracing contrast and adventure. Almost half (46%) plan to try “swicy” (sweet and spicy) combinations, aligning with a 213% year-on-year jump in searches for “hot honey” at Sainsbury’s and a 120% week-on-week rise for “chilli relish.” Another 46% are mixing sweet and savoury (“swavoury”) elements for the ultimate flavour clash.
The top five unconventional pairings Brits are most excited about, according to the survey, are:
- Crispy bacon and maple syrup (25%)
- Chilli jam and cheese (20%)
- Smoked salmon and herbed cream cheese (17%)
- Smashed avocado with chilli flakes (14%)
- Jalapeño and whipped feta (11%)
Even traditionalists are upgrading: 39% are swapping basic butter for artisanal spreads, with searches for “salted caramel butter” up 150% week-on-week and “honeycomb salted caramel butter” rising 100%, Sainsbury’s said.
