A low or no sugar sweet roll product or intermediate is provided wherein at least a portion of the sweetness of the sweet roll product is provided by a non-nutritive sweet flavorant provided in combination with at least one sugar alcohol having a molecular weight less than about 350. Additionally, specific formulations of non-nutritive sweet flavorant with defined sugar alcohols and/or polydextrose are provided when the non-nutritive sweet flavorant and sugar alcohol is in the filling component or the icing component of the sweet roll product or intermediate.