King's Hawaiian Ube Rolls Bread - 12oz/12ct
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$5.69
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3.7 out of 5 stars with 50 reviews
quality: 3.9 out of 5
taste: 3.55 out of 5
value: 3.95 out of 5
60% would recommend
20 recommendations
5 out of 5 stars
9 May, 2026
These are perfection.
The reviews saying these are gross have to be the minority. But heck at least they won’t sell out as easily. These rolls are soft pillow(y), slightl coconut and ube flavored, sweet tasting perfection. They have a dessert like vibe to them but also great for savory sliders or as dinner rolls. I hope they keep them on rotation and don’t discontinue them. Those that say it tastes like soy sauce reminds me of those who think cilantro tastes like dish soap. Taste can be very subjective sometimes. These tolls taste absolutely delicious to me just like I wholly enjoy cilantro.
1 out of 5 stars
7 May, 2026
Nah
Can't get over the soy sauce smell ewww
1 out of 5 stars
Thumbs down graphic, would not recommend
7 May, 2026
(no review title)
Very little to no ube flavor. Very sad and not worth the buy.
5 out of 5 stars
Thumbs up graphic, would recommend
6 May, 2026Verified purchase
Tasty rolls
I bought these rolls to make the "Creme Brulee Ube Coconut Cheesecake Roll" recipe from @bakewithzoha for a gathering. It was absolutely a hit! Even my picky MIL who doesn't like overly sweet things raved about it. Since then Ive bought several more packs to remake the recipe. By itself, the roll has an ube flavor but imo it could have been a bit stronger. I used more ube extract in the zoha recipe (the creme brulee part) to compensate.
5 out of 5 stars
4 May, 2026Verified purchase
(no review title)
Amazing flavor! Why is it only a limited edition flavor??? I want it in a bread form and tortilla shell forms. Worth every penny! I bought 4 packages yesterday. But I’m a big back. lol. Try them. You will see why this big back bought 4 packages. Trust me. I’m a granny.
1 out of 5 stars
Thumbs down graphic, would not recommend
2 May, 2026Verified purchase
Tastes soo fake
Do not recommend
5 out of 5 stars
26 April, 2026
(no review title)
taste great
3 out of 5 stars
25 April, 2026Verified purchase
(no review title)
Meh.. gave it a try and its okay at best. Barely a hint of ube and has a strong soy sauce smell out of the bag which is odd. My husband hated it. I tolerated it. Would not purchase again.
5 out of 5 stars
Thumbs up graphic, would recommend
25 April, 2026Verified purchase
out of stock
repeat purchase unfortunatly target could not deliver out of stock
5 out of 5 stars
24 April, 2026
(no review title)
I grew up in the Philippines eating real Ube, this sure tastes like it!
5 out of 5 stars
Thumbs up graphic, would recommend
23 April, 2026
Get it now before its gone!
Very delicious! I can taste the coconut and Ube and the rolls are soft and sweet highly recommend
1 out of 5 stars
22 April, 2026Verified purchase
(no review title)
The taste was not good at all.
5 out of 5 stars
Thumbs up graphic, would recommend
20 April, 2026
(no review title)
Taste delicious
5 out of 5 stars
Thumbs up graphic, would recommend
19 April, 2026Verified purchase
(no review title)
These were absolutely amazing! I wish I would’ve bought more before it went out of stock near me.
5 out of 5 stars
Thumbs up graphic, would recommend
17 April, 2026
(no review title)
Sooo good! Reminds me of our time living in Hawaii. Very subtle ube and coconut flavor. Has a slight sort of soy sauce/umami smell that is very specific to Hawaii cuisine. Maybe it’s just me. Sweeten some butter like an emsaymada or sweeten some cream cheese to eat with it and it sets it off! Or just by itself. Yum!
2 out of 5 stars
17 April, 2026
(no review title)
These tasted spoiled, and the smell is completely off, like sour coffee.
1 out of 5 stars
16 April, 2026
(no review title)
Disgusting. Smells like hot dogs for some reason. Has a weird taste to them.
5 out of 5 stars
Thumbs up graphic, would recommend
15 April, 2026Verified purchase
(no review title)
i don't know why everyone is saying these aren't great, though we all have our differences. i have been stockpiling these in my freezer. they have become a delicacy in this house- they're special in their own way!
1 out of 5 stars
Thumbs down graphic, would not recommend
14 April, 2026Verified purchase
Smell and Taste is not there
Very curious to try these and boy will I not be trying them again. I make my own ube halaya, ube cakes, etc. Now I knew not to get my hopes high on these since they are factory made but still gave them a chance. The smell was gross and taste was not even ube or coconut like others are saying. Wouldn't recommend.
5 out of 5 stars
Thumbs up graphic, would recommend
14 April, 2026
Unconditional Love for Ube
Kings Hawaiian-you're the best! Tasty, soft and just a perfect hint of Ube. Color is fun. Very sentimental for me ... brings me back to my childhood from when my dad shared stories from WWII and how Ube was the food staple that fed him and his family. Thank you for bringing this delightful treat to our home to share with friends and family not familiar with Ube and the some of the history behind it! 💜