Concha feel my love: Where to find a heart-shaped pan dulce for Mother’s Day

Heart-shaped foods aren’t only popular around Valentine’s Day.

To celebrate Mother’s Day this week, Fiesta is selling heart-shaped conchas — those colorful pan dulces found at Mexican bakeries and many everyday grocery stores alike — at both its Austin locations along Interstate 35, one near 38th Street and another at Stassney.

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Starting today through May 13, you can buy these “corazonchas” for 65 cents each or an 8-pack for $2.99 at all the Fiesta stores in Texas. You’ll remember that Fiesta got a new owner a few months ago, and this is the latest in a series of new marketing initiatives to expand the supermarket’s consumer reach.