Jus Rol

Jus-Rol will not get the hint on their cinnamon swirls / rolls

My Housemate's a Mermaid (Alice E. Bennett) food, Humour, Uncategorized , , , ,

Remember how back in 2023 I have a review on the hideous experience Boyfriend Ben and I had while inadvertently trying out the “new recipe” formula of Jus-Rol’s cinnamon swirls? Titled What is going on with Jus-Rol’s cinnamon swirls? Yep, that one.

Well, now it feels like both Jus-Rol and Hello Fresh are out to taunt me. How? By sending me promotional material of a product I badly want to love but categorially detest (on account of the hideous move to separate pastry and filling, whereas before the mix came pre-made, so all the consumer had to do was cut the cylinder of pastry and bake).

Basically, Jus-Rol’s cinnamon swirls are a bad ex that radically changed one day and still wants me to love them. I can’t, I just can’t.

Jus-Rol has also published a how-to guide on YouTube which in my mind says it all in terms of how ‘easy’ the new method is to consumers.

I’m not stating anything as fact, just observing that behind every corporate how-to video is a mountain of calls to customer services to say “wtf?”

By the way, I notice Jus-Rol have also tried to get around the new recipe hate by changing the baby poop paste to sugar that looks like beach sand. A reminder of what the paste looked like when Ben and I tried it out for ourselves:

Call me lazy, but even moving to sugar represents a Jus-Rol’s commitment to drive down production costs at the expense of giving consumers with an inferior product. They need to listen to their markets. Although I am half tempted to compare the two now.

“…Ben!”

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What is going on with Jus-Rol’s cinnamon swirls / rolls?

My Housemate's a Mermaid (Alice E. Bennett) Baking, British, comedy, food, Humor, Humour, Review, Uncategorized , , , , , ,

2026 update: See also Jus-Rol will not get the hint on their cinnamon swirls / rolls

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After battling a mouthful of disappointment, I just wanted to highlight how much of a travesty Jus-Rol‘s cinnamon swirls rebrand is.

In the simplest of terms, it’s awful.

For those less aware of its previous incarnations, Jus-Rol’s cinnamon swirls is a ready-to-bake product. What it offers to the market is something straightforward and quick, providing the same results of freshy made pastry, without the time and stress needed to make a batch from scratch.

To quote Jus-Rol’s website:

“Jus-Rol’s ready to bake Cinnamon Swirls are a perfectly easy way to bake your family a tasty morning treat at home. Just shape, bake and enjoy warm from the oven. The aroma will fill your kitchen with joy as they bake up.”

https://www.jusrol.co.uk/products/cinnamon-swirls

Making Jus-Rol cinnamon swirls was easy. You took it out of the tube, split the cylinder of pre-filled pastry into six and then whacked it into the oven, cooking for a defined period of time and icing once cooled.

Now the process is several steps longer and ten times worse. Instead of one pot for icing sugar, now you get two, one for the icing sugar and one for the “cinnamon filling” which looks more like chocolate spread and smells of nothing.

Even if we park the creation of needless plastic packaging, it is hard to overlook the messy complexity created by the introduction this modest little pot. Once the filling is smeared across a flat rectangle of raw pastry, the consumer then has to roll the pastry and only then cutting it into six.

Thanks to this step, the cinnamon goes absolutely everywhere. Some pieces were left drowning in brown paste, others with barely a scrap inside. Some swirls were trying to uncurl and others kept oozing.

Turns out whacking them into the oven doesn’t help much either. Cast your mind back to the picture on the Jus-Rol box and compare it to what we got.

While we can all laugh at mis-shaped pastries, it doesn’t compare to how they used to look with the old recipe.

Turns out I’m not the only one disappointed by Jus-Rol’s change in manufacturing. With an average rating of 1.1 at the time of writing, Tesco’s customers are less than impressed.

And the feedback on Jul-Rol’s Facebook page is comical.

Here’s hoping Jus-Rol listen to this feedback on and tossing aside whichever team of dingbats thought it was a good idea to implement cost-cutting, planet harming, changes to a classic.

Have you also experienced this frustration? Drop a comment below and/or contact Jus-Rol’s customer service team via their website, Jus-Rol (jusrol.co.uk)

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