IGA has launched “Australia’s first-ever” hot cross bun cafe taking flight in Melbourne. Hosted inside a hot air balloon, the experience will give guests a once-in-a-lifetime chance to enjoy freshly toasted cross buns while floating thousands of feet above the city.

High above Melbourne, guests will be treated to a sky-high cafe experience, complete with an IGA butler serving the exclusive new Terry’s Chocolate Orange and Reese’s Hot Cross Buns.

Research commissioned by IGA found that more than six in ten Aussies (63%) agree “food tastes better when the experience feels special or unique – so what better way to enjoy a hot cross bun than up to 5000 feet in the air.”

IGA store owner Hitesh Palta said the experience was designed to give locals a fun and memorable way to celebrate the season.

“Hot cross buns are already the most iconic Easter treat, but this year they’re getting even hotter with two exclusive flavours from Reese’s and Terry’s Chocolate Orange, coupled with the hot air balloon experience.

“We wanted to create something truly special for locals – a chance to enjoy their favourite Easter flavours while literally taking the celebration to new heights. It’s an experience that’s second to bun.”

Insights

• More than half (58%) of Aussies say traditional fruit is their favourite Hot Cross Bun:
  •  1: Traditional fruit (58%)
  •  2: Chocolate (47%)
  •  3: Fruitless / Plain (23%)
  •  4: Other flavour combination (5%)
• 63% of Aussies agreed that food tastes better when the experience feels special or unique
• Nearly ⅓ of Aussies say they prefer Hot Cross Buns over Chocolate at Easter
• Nearly ¼ of Aussie say they prefer Chocolate over Hot Cross Buns at Easter
• 36% of Aussies eat two or more Hot Cross Buns per sitting
• 15% of Aussies revealed they have hidden Hot Cross Buns from family members.
• One in 10 Aussies say Hot Cross Buns season kicks off in December when they hit the shelves
• 34% of Aussies deem Hot Cross Buns a breakfast food
• 54% of Aussies say Hot Cross Buns are a guilty pleasure
• 65% of Aussies agree that Hot Cross Buns are a nostalgic childhood favourite
• Eight in 10 Aussies say adults can join easter egg hunts
• 50% of Aussies have helped themselves to Easter Egg hunt chocolate that wasn’t theirs.

*Source: Easter Research commissioned for IGA by Bastion Insights in February 2026, with a nationally representative sample of 1015, 18+ Australians.