H-E-B isn’t just a beloved Texas grocer because it keeps the Lone Star State fed. The brand knows exactly how to tap into San Antonio’s Spurs culture, from the iconic Spurs nuns to the internet-famous Air Corgi. Now, H-E-B is turning that hometown lore into dessert, sending fans to the bakery section to hunt down limited-edition cookie cakes that look more like playoff good-luck charms.
It feels like every San Antonio-based brand is getting in on the love as the San Antonio Spurs take on the New York Knicks in the NBA Finals — the first time the Texas hoopers have reached this stage in over a decade. For H-E-B, that means special in-store displays, social content featuring the players, banners flying over entrances and, of course, cookie cakes.
Select stores now have their iconic cookie cakes topped with “Go Spurs Go,” the Spurs nuns, Air Corgi, The Alien and other hyperlocal playoff nods. Some cakes spotted by MySA included phrases like “God Bless Our Fans” and “Let’s Go Honking,” making the bakery display feel a little like a San Antonio fan shrine. However, finding them can be a tricky roll of the dice, much like many of H-E-B’s specialty items that gain traction online.
“I really did get the plainest one because all of them were gone,” one fan responded to a video of the cookie cakes.
Digging through the bakery selections at four different locations, MySA confirmed various designs at the Lincoln Heights and Alon Market H-E-Bs. Don’t get your hopes up if you’re heading to the Austin Highway or South Flores locations. However, a TikTok video and employees who spoke with MySA said additional designs were available at the H-E-B at Loop 1604 and Blanco Road.
Questions were raised about whether H-E-B staff should be painting the Spurs name or logo in icing on desserts in the first place. One concerned commenter, claiming to be an H-E-B lead, said company staff aren’t allowed to write “Spurs” on any cakes due to copyright issues.
The beloved Texas grocer and the San Antonio Spurs have a longstanding partnership in which collaborative merchandise is released, particularly during big moments. H-E-B did not directly address the online concern but said its bakeries have approved guidelines for the cookie cakes.
“The cookie cakes are available at select locations. Customers can check with their store’s bakery for availability,” an H-E-B official told MySA. “Our bakeries have approved guidelines to follow for these items.”