Digital Media Centre

HOT OFF THE PRESS!

7 April, 2025

ALDI’S MYSTERY HOT CROSS BUN FLAVOURS REVEALED AND SHOPPERS WILL BE SHOCKED

• The supermarket launched a first-of-its-kind ‘guess the hot cross bun flavour’ competition ahead of Easter
• The mystery flavours had shoppers tongue-tied, with guesses ranging from ‘apple pie’ to ‘mango chutney’
• Three lucky shoppers correctly guessed a flavour and will now be awarded £1,000 worth of Aldi vouchers
• Limited flavours are in stores now for a limited time, whilst stock lasts

The mystery is solved. Aldi has today announced the flavours of its mystery hot cross buns as #1 cola, #2 mango & passionfruit and #3 strawberry jam, ending weeks of taste bud torment for the nation.

The supermarket’s first-ever guess the hot cross bun flavour competition saw shoppers testing their supertaster skills for a chance to win a £1,000 voucher. The challenge? Identify the three mystery flavours of Aldi’s limited-edition Village Bakery Mystery Hot Cross Buns (99p, 2 pack).

A cola-boration of flavours shoppers never knew they needed but are now popping to the shops to get. Flavour number one has been revealed as none other than cult favourite, cola. For those who enjoy stirring things up, this twist on an Easter classic hot cross bun may just be the ticket.

Those passion-ate about fruity flavours would have guessed the magnificent mystery flavour number two, mango & passionfruit. Combining mango and passionfruit to offer a slice of paradise with every bite, this tropi-cool combo may just become an obsession.

Finally, shoppers will be pleased to hear they weren’t just jam-bitous with their guess for this one as Aldi reveals the third flavour as the quintessentially British, strawberry jam. Perfect with a slathering of butter or a dollop of clotted cream, this hot cross bun is jam-packed with flavour.

The mystery hot cross buns caused a stir amongst shoppers when they first landed on shelves in March, with eye-catching packaging and a daring flavour challenge.

Thousands of guesses were shared, ranging from the sublime to the ridiculous. Some guessed cola as ‘lemon meringue’, while others mistook mango & passionfruit for ‘mango chutney’.

To be in with a chance of winning, shoppers had to submit their flavour guess by email. Three winners, one for each mystery flavour, were selected at random from correct entries.

Julie Ashfield, Chief Commercial Officer at Aldi UK, said: “We’ve loved seeing the nation put their taste buds to the test and we’re thrilled so many people embraced the challenge. We hope these unexpected flavours add a little extra excitement to our shoppers’ Easter celebrations!”

The competition has now closed, but limited flavours are in stores now for a limited time, whilst stock last.