Ladies and gentlemen, Winn-Dixie's bakery in West Union, South Carolina, has a little item just in time for Easter: Hot Cross Rolls 
What these are is basically your standard bread roll (with some fruity tastes to it, I'm led to understand) with a "cross" made of white icing on top. 
Yes, it's that tasteless 
I first noticed these a few days back, but tonight me and a co-worker were trying to come up with slogans to tie the "hot cross rolls" to Mel Gibson's latest film...here's a couple of my best:
"Now that you've seen the film, enjoy 'The Passion of the Christ' rolls!"
"Remember the resurrection, with some delicious cross rolls!"
"Magical, magnificent, as it was...yes, these rolls are the same as the ones served at the Last Supper."
"There is no better way to mark the death of Christ...than with these hot cross rolls!"
"Mel Gibson spent millions over years to make his labor of love. These labors of love are on sale, and they're great right out of the microwave (allow thirty seconds for cooling)"
:p
They are Hot Cross Buns, not rolls. Hot Cross Buns are somewhat common, especially during Lent.