Just when we thought food collabs couldn’t get any stranger, Coles joined forces with tortilla-chip makers Doritos this Easter to launch cheesy jalapeno hot cross buns.

Now before anyone panics, it’s worth noting that the ingredients list for these buns doesn’t mention sultanas or spices like cinnamon or nutmeg. Instead, there’s “Doritos-inspired seasoning”, shredded cheese, diced jalapeno, and onion and garlic powder.

So, yes, more a savoury bun rather than a hot-cross anything – but nonetheless, it’s gone viral on social media and the verdict among taste testers is largely positive.

“That smells like Dominos pizza,” shared @phoodietiktok, before stuffing one with cheese and heating it. “Salty, cheesy, the kick from the jalapeno, um, I kind of enjoyed it.”

“Honestly, the flavour’s like the Herr’s chips – that fake American jalapeno with the cheese – the texture’s like a cheap-a— cheese and bacon roll, but it f—ing works,” agreed @russ.eats.

Even the Australian Women’s Weekly gave it a thumbs-up. “I want to dunk it in some soup,” said one taster, while another declared it was “better than the sweet ones”.

Coles has form when it comes to weird savoury hot cross bun collabs, with previous offerings including Vegemite and cheese buns and Arnott’s Pizza Shapes buns. A few years ago it was even selling a divisive “special burger sauce-infused” bun with diced pickles and cheese on top.

The supermarket has partnered with Arnott’s again this year to produce a couple of sweet options: Iced VoVo and Mint Slice-inspired hot cross buns.

Reviewing the Mint Slice bun on a recent episode of The Junkees podcast, comedian Kitty Flanagan was initially optimistic about the flavour but became less enthusiastic with each mouthful.

“It is a bit weird,” she concluded. “I wouldn’t want to eat a whole one… they’re very toothpasty.”

Flanagan and co-host Dave O’Neil were even less enamoured of IGA’s new Terry’s Chocolate Orange hot cross buns, which the supermarket chain itself promises deliver “a balance of deep cocoa and bright, zesty orange, with pockets of melted chocolate that make every mouthful a truly indulgent experience”.

IGA has also partnered with American sweet maker Reese’s to create a new version of its Reese’s hot cross buns aimed at peanut butter fans, while the Woolworths-Cadbury’s Easter 2026 collab range includes  hot cross buns made with milk chocolate or Caramilk chips, and “indulgent” Caramello-inspired buns filled with caramel.

“Well frickin’ done!” foodie @nickvavitis enthused of the IGA-Reese collab on TikTok. “The filling inside, exactly like a Reese’s – big tick.”

@nickvavitis The Reese’s hot cross buns are BACK and better than ever #foodie #foodreview #mukbang #reeses #peanutbuttercup ♬ original sound – NICK

In the larger scheme of things, the hot cross buns are relatively tame compared with some of the bonkers collabs and limited-edition offerings we’ve seen in the past – including caviar-flavoured Twisties (yes, they were briefly a thing in 2024), Twisties Zooper Dooper Fairy Floss, Green’s “Vegemite choc chunk brownie mix”, and Bundaberg ginger beer-flavoured Kettle Chips.

And to think pineapple on pizza was once considered controversial.

Some lines, such as the Tim Tam x Jatz biscuit, have proven surprisingly popular. Promising “the iconic chocolatey indulgence of a Tim Tam Original biscuit with salty crackery bursts all in one chocolate bite”, that collab was originally an April Fool’s Day prank but ended up being added to the Tim Tam range.

RMIT senior marketing lecturer Amanda Spry told 9Honey last year that unusual new food products and collaborations could help reignite interest in well-established brands, especially when they are shared on social media.

“Consumers are drawn to trendy flavours, even the ‘weird’ ones, for their nostalgic appeal and the novelty offered by familiar brands,” she said.

@nectoriouspapi Zooper Dooper Fairy Floss Twisties Why though? 😂😂😂 Honestly not that bad but #twisties #zooperdooper #fairyfloaa #cottoncandy #snack #chips #tastetest #limitededition #fyp #explore #xyzabc #australia #foodie #weirdcombo ♬ original sound – @nectoriouspapi

Spry added that brands are also keen to jump on board new food trends. It is an observation borne out by Twisties’ latest limited-edition flavour: tangy pickle.

In a release accompanying the flavour’s March 30 launch, Twisties saids its new research showed Australians love pickles, with almost one in five Gen Zers going so far as to call it an obsession.

“Inspired by a craving taking over the internet, and irresistibly moreish, we’re confident this punchy, tangy flavour hit will have you salivating and snacking from noon, till night – maybe even via the shower,” said brand manager Simon Odisho.

Twisties said the research, conducted by Pureprofile, found a third of the more than 1000 Aussies surveyed would choose pickle-flavoured treats over other “iconic national flavours” such as lamingtons, meat pies or a chicken parmy.

Let’s just hope they don’t decide to combine them all together for their next “frankenfood” experiment.