Hawaiian bread is a sweet, soft white bread that is easily recognizable by its round shape. It has been a staple food in Hawaii for decades and a popular bread option across the mainland United States. But some people have noticed that they don’t see the traditional round Hawaiian bread loaves as often anymore in grocery stores and restaurants. So does Hawaiian bread still come in that iconic round shape?
The History of Hawaiian Bread
Hawaiian bread was created in the 1960s by Robert Taira, a baker at the Love’s Bakery in Hilo, Hawaii. At the time, most bread made in Hawaii was basic white sandwich bread. Taira experimented with a sweet dough recipe influenced by Portuguese immigrants who had come to work on the Hawaiian sugarcane plantations.
The key ingredients in Hawaiian bread are eggs, milk, and sugar, which give the bread its soft, fluffy, lightly sweet texture. Taira formed the dough into round loaves rather than typical rectangular sandwich loaves. The round shape was easier for scooping out after baking to make Hawaiian bread bowls and sandwiches.
The new sweet, round loaves were a big hit across Hawaii. In the 1970s, the recipes and popularity spread to mainland US. King’s Hawaiian bakery, founded by Robert Taira’s son Eddie in 1977, helped popularize Hawaiian bread across the country.
The Popularity of Hawaiian Bread
For decades, Hawaiian bread has been many consumers’ bread of choice for sandwiches and burgers over classic white sandwich bread. The slightly sweet taste and pillowy soft texture have made it a favorite for both kids and adults. Hawaiian rolls specifically are a popular option for mini slider-style sandwiches.
Across the US mainland, consumption of Hawaiian bread increased through the 1980s and 1990s. Major wholesale bakeries like Oroweat and Bimbo Bakeries USA ramped up mass production of Hawaiian bread to meet demand. Most loaves continued to use the traditional round shape.
Sales trends
According to market research by IBISWorld, Hawaiian bread and roll sales reached $341 million in 2022. Sales are up by an annualized rate of 3.6% over the last 5 years. This indicates continued popularity of Hawaiian bread.
However, Hawaiian bread’s share of the overall US bread market has slightly declined over the past decade, from 2.5% in 2012 to 2.0% in 2022. Some consumers have shifted toward more artisan breads or gluten-free options. But Hawaiian bread still maintains a strong fan base across America.
The Decline of the Round Loaf
In the last couple decades, major grocery stores like Safeway, Publix, and Walmart have tended to stock more oblong and rectangular loaves of Hawaiian bread rather than the signature round shape.
There are a few reasons driving this transition:
Cost efficiencies
Retail outlets say oblong and rectangle loaves make better use of shelf space. Bread aisles have limited room, so elongated loaves can be stacked and displayed more efficiently. Round loaves leave gaps on the shelves. Rectangular loaves also allow for easier uniform slicing.
Changes in bakery operations
Most major bakeries now use high-volume automated bread production lines. These industrial lines are designed to process elongated dough loaves rather than round ones. It takes customized, specialty bakery operations to form dough into circular loaves. For mass-market Hawaiian bread, circular loaves are not cost effective.
Consumer perceptions
Younger consumers today may be less familiar with the traditional round shape of Hawaiian bread. To many, the oblong loaves seem normal and recognizable as Hawaiian bread. Younger shoppers did not grow up seeing round Hawaiian loaves in stores regularly.
Hawaiian Bread Shapes by Brand
While round Hawaiian bread is less common, it is not extinct. Here are some of the major national brands and where they stand on Hawaiian bread shapes today:
| Brand | Round Loaf? |
|---|---|
| King’s Hawaiian | Yes |
| Bimbo Bakeries (Arnold, Sara Lee) | No |
| Oroweat | No |
| Pepperidge Farm | No |
| Franz Bakery | Yes |
| Flowers Foods (Nature’s Own) | No |
As the original creator of Hawaiian bread, King’s Hawaiian is known for sticking with tradition including the round shape. Smaller regional bakeries like Franz Bakery also produce round loaves. But the major national brands tend to use rectangular pans.
Availability in Grocery Stores
It has become more rare to find round loaves of Hawaiian bread on mainstream grocery store shelves. However, round Hawaiian bread can still be found in:
- Specialty grocery stores like Whole Foods Market, Gelson’s Markets, and Bristol Farms
- Higher end retailers like Costco
- Independent bakeries, especially in areas with large Hawaiian populations like Hawaii and Southern California
- Farmer’s markets and street fairs where local bakers sell fresh breads
The major shift away from round loaves has been in conventional mass-market grocers like Safeway, Kroger, Publix, and Albertsons. If you shop at a large mainstream chain, you’ll likely only see rectangular Hawaiian bread.
Ordering Online
One sure way to get traditional round Hawaiian bread is to order it online and have it shipped. Online retailers offer options like:
- King’s Hawaiian’s original Sweet Round Loaf
- Hawaiian Sweet Rolls
- Franz Keto Hawaiian Bread
Amazon, Instacart, Walmart, and others carry various brands of round Hawaiian bread available for home delivery in many areas. This is the easiest way to get real old-fashioned Hawaiian bread when your local grocery store doesn’t stock it.
Make Your Own
For the truly dedicated, you can bake your own homemade Hawaiian bread in the traditional round shape. It takes more effort but can be fun and rewarding. You can find Hawaiian bread and roll recipes from food sites like:
- AllRecipes.com
- KingArthurBaking.com
- FoodNetwork.com
- MilkandHoneyRecipes.com
Be sure to use a round baking pan or form into a round loaf shape on a sheet pan. This will give you that nostalgic Hawaiian bread look and taste.
Conclusion
While flat, rectangular loaves now dominate most stores, round Hawaiian bread is still baked by a handful of specialty bakeries and available from select retailers. It often takes some searching to find the traditional round loaves outside of Hawaii. But with online ordering and homemade baking, authentic Hawaiian bread is still accessible and keeps the spirit of aloha alive. The round shape represents decades of Hawaiian history and remains an icon of American baking.