U.S. baking brand King’s Hawaiian is opting for a national “roll”-out across Canada, spurred by consumer demand.

Samantha Guerreiro, head of new opportunities at King’s Hawaiian, tells strategy its Original Hawaiian Sweet Rolls continue to be its most popular product, and the number one roll in the U.S., making them a natural introductory product to a new market and country.

“We have been interested in a nationwide Canadian launch for some time, as we regularly receive requests for our products from Canadian residents,” Guerreiro says, adding it has also had some western Canadian presence over the last few years, which has done well and got King’s Hawaiian excited about the prospect of taking things national.

The timing of the move is tied to the holiday season and family gatherings.

“We’re currently working on shopper marketing and omni-channel programs to help Canadian consumers access the same irresistible experience our consumers have had South of the border,” Guerreiro explains. “We know having a strong in-store presence has been instrumental to the growth of the King’s Hawaiian brand.”

The brand behind the number one roll in the U.S. has seven decades of brand equity build there.

And as far the Canadian market, Guerreiro says it’s committed to providing great King’s Hawaiian products here for many years to come. While there is only a small fraction of its full product line now, it’s hoping there will be more opportunities to introduce new SKUs.

Due to the versatility of King’s Hawaiian Rolls, which can be used as sandwich bread, Slider buns, to make into French Toast, or even eaten right from the bag, she says its competitive set includes any and all bread products, as well as some non-bread snacks.

Canadians can now find the Rolls at Loblaws and SaveOn Foods locations nationwide as a 12-pack. The brand first plans on ensuring that consumers know it’s available at these banners nationally.

Shopper and omnichannel work is being done by TWG. For the launch, King’s Hawaiian is continuing its relationship with its U.S.-based agencies including partners like Hunter (part of the Stagwell Group), LA-based Haymaker and Dallas’ The Wilson Group.