King’s Hawaiian’s Limited-Edition Mystery Fall Flavor Is Finally Out, and It Comes With a Surprising Twist

Fall foods started landing on store shelves back in August. Now that autumn is officially here, another new, cozy seasonal selection is about to drop. And you won’t want to miss King’s Hawaiian Maple Brown Sugar Rolls.

You already know and love King’s Hawaiian soft, fluffy, buttery rolls. As if the sweet but slightly tangy buns couldn’t get any better, the brand is upping the ante with this new limited-edition maple-flavored treat. Maple brown sugar crumbles, baked into the already-amazing fluffy puffs, give the latest version of the classic fan fave a craveable taste that makes them more like dessert than a dinner roll. 

Some savvy shoppers may have already noticed the brand’s “fall’s coziest flavor” on social media a few weeks ago. King’s Hawaiian stealthily debuted the rolls, teasing the launch by offering a limited number of the mouthwatering mystery fall flavor minis online. But now shoppers can nab a pack in stores for themselves. Okay, maybe not this second. But starting on October 1, you can find the Maple Brown Sugar Rolls in retailers nationwide.

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Chief Marketing Officer at King’s Hawaiian, Raouf Moussa, said of the new autumn-inspired items, “At King’s Hawaiian, we’re always trying to find new reasons for people to come together and share a meal—whether we’re introducing a new occasion, a fun flavor or an innovative product offering. But the one thing that never changes is the irresistible taste and softness of our rolls that consumers know and love.”

Moussa continued, “These Maple Brown Sugar Rolls deliver on this commitment to quality while bringing a feeling of warm nostalgia as the temperature begins to drop outside.”

But wait, there’s more! King’s Hawaiian has found a way to outdo itself, and this time the brand isn’t just launching a new roll flavor. The drop comes with limited-edition matching merch. So if you dream of working out (or at least hanging out at home) in a Maple Brown Sugar Roll-themed sweatsuit, you’re in luck. And while you’re cuddling on the couch, why not wrap yourself in a Maple Brown Sugar Roll-themed blanket and light a Maple Brown Sugar Roll-scented candle? That’s right, you can get all of these items this fall. 

If you think it just can’t get any better, you’re wrong. King’s Hawaiian also announced an exclusive collab with the gourmet chocolatier Compartés. The indulgently rich, creamy milk chocolate bar contains teeny tiny pieces of Maple Sugar Rolls, maple flavor, and a brown sugar topping. Yum! 

Visit the King’s Hawaiian website here to order Maple merch and find a roll-ready retailer near you.