That's not food coloring—it's ube. And it deserves to be on your radar for a very delicious reason.

Discover King's Hawaiian's new Ube Coconut Rolls - why fans are obsessed and where you can grab these sweet, limited-time treats in stores.

Brand responds to consumer demand by bringing limited-edition bread sensation to grocery shelves after selling out TWICE in under two minutes in 2025 LOS ANGELES, April 6, 2026 /PRNewswire/ -- King's ...

King’s Hawaiian is known for its popular sweet yellow rolls but they’re branching out on both the flavor and color spectrums. Last year, the company sold its Ube Coconut Rolls on its website but now ...

Carb loaders were disappointed in 2025. Twice, King’s Hawaiian dropped its Ube Coconut Sweet Rolls online. Twice, the stock evaporated in under 120 seconds. If customers weren't clicking with the ...

In this era of eye-popping social media, colorful foods have been trending. We’ve celebrated matcha, dragonfruit, even butterfly pea tea—and now full attention is swinging toward ube. Cultivated and ...

This article may contain affiliate links that Yahoo and/or the publisher may receive a commission from if you buy a product or service through those links. Every once in a while the stars align and a ...

The colorful ube rolls are back on shelves—but not for long. Just when you thought that the fluffy, sweet perfection of a King’s Hawaiian Roll could not be improved upon, the brand decided to bring ...

King's Hawaiian, a beloved local brand, has introduced its first-ever limited-time flavor, Ube Coconut Sweet Rolls, made with real ube and coconut milk, reflecting the brand's roots and innovative ...

Ube, a naturally sweet, starchy vegetable grown in the Philippines, has transcended Filipino culture and become a social ...

Just when you thought that the fluffy, sweet perfection of a King’s Hawaiian Roll could not be improved upon, the brand decided to bring back its Ube Coconut Sweet Rolls. In June 2025, King’s Hawaiian ...