Here’s how Woolies describes the product:
“This scrumptious loaf is soft in the middle but also crunchy on the outside when toasted. Each slice is slightly sweetened and made with delicious bursts of Cinnamon flavour.
“Toast a slice and it will fill your house with an irresistible aroma of freshly baked cinnamon doughnuts… or eat it straight from the pack… Just as yummy!
“Made with Cinnamon Bursts.”
So, to understand if it really is worth the hype (or if it's just basic cinnamon toast), we went out to find it.
At our local woolies there was just one loaf on the shelf, and while there weren't any Covid-19 toilet paper scenes going on, the panic on our end was real.
Back in the office we followed the instructions closely - toasted, and with butter.
Looking at the final product - it looks a bit like raisin toast, but instead of raisins there are a bunch of glistening cinnamon clusters. Without the butter, it looks a little dry, but with it, has us wondering whether it's more banana bread that butter-on-toast.
Look, it's not life changing. It's almost not sweet enough to go into banana bread territory, maybe if you whipped it up with some icing sugar and ice-cream. But then that's not what it is - it's toast, a breakfast food.
I'd say it's something kids would love, rather than adults. It is less doughnut and more sweet cinnamon toast - maybe it could work with some banana slices?
Verdict: It's one of those things you have to try but probably won't buy again (or will, if you have a sweet tooth).
For us, we'd probably stick to one of these instead:
The TipTop cinnamon loaf is available at all major supermarket retailers.