Timaru U-Bake owner and baker Simon Bruce has proven he bakes the best hot cross buns in the country.

Timaru baker Simon Bruce was already experiencing the sweet smell of success less than 24 hours after learning his hot cross buns had been voted the best in the country.

The owner of U-Bake in Washdyke opened the doors to his bakery on Friday morning at 5am to a queue of customers keen to get their mouths round some of his award-winning buns which were first in the Baking Industry Association of New Zealand's Great NZ Hot Cross Bun competition.

The competition had more than 40 entries, with the announcement made live on national television on Thursday night. Bruce was third last year.

JOHN BISSET/STUFF Timaru U-Bake owner and baker Simon Bruce has been run off his hot cross buns were named the best in the country.

By 10.30am 300 packets of the buns had gone and he was sold out. He was making more as he spoke to Stuff.

"The win has had a massive impact already," Bruce said.

"We have had queues out the door and people from all over New Zealand ringing to order them."

JOHN BISSET/STUFF Simon Bruce, Timaru's U-Bake owner and baker, celebrates success.

He said 99 per cent of customers on Friday morning wanted hot cross buns.

While his buns were in demand, Bruce said he would not compromise on quality.

"My process for making hot cross buns is a slower process.

"I don't want to drop the quality by speeding things up. People will have to order them."

The win was some what of a surprise, he said.

"I know they are good because people tell me they are.

"My wife and I, and the kids, can sit down and eat a whole packet."

He said there were many secrets to the success of his buns, which remain secret.

He wouldn't give exact details but says the slower process of making them, the ingredients, the right amount of spices and fruit, helped.

"There is a lot of care and pride in my baking," he said.

Bruce has been following the recipe for several years, tweeking it now and then.

"I think they are a wee bit better than last year's hot cross buns."

He has been a qualified baker for about 30 years and has been making hot cross buns for about 20.

"The competition is judged on so many things, the shape, the flavour, the texture.

"I just know we make good hot cross buns and now they're the best."

Competition chief judge Michael Gray said Bruce's hot cross buns were the winners for their juicy fruit and the nice crosses on top.

"The cross almost melted into the bun," Gray said.

Continental Catering Group in Rangiora was second and Divine in Christchurch, third.