Delivering soft, fluffy, flavour-locking buns as shoppers trade up their burger occasions
New York Bakery, the UK’s #1 bagel brand1, has expanded its bakery offering with the launch of its new Legendary Burger Buns, bringing the increasingly popular potato bun format to UK retail.
Born in New York’s burger joints, and championed by brands such as Shake Shack and Smashburger, potato buns became iconic for their soft texture and unrivalled juice-holding power – earning their place as the ‘legendary’ burger bun.
Now gaining momentum in the UK, potato buns have seen menu penetration grow by 33% over the past four years2, as consumers increasingly seek out more premium bread options to elevate at-home dining occasions.
Available in Original, the Legendary Burger Buns are made with potato and designed to deliver superior softness and a light, fluffy texture, while locking in flavour for maximum taste and texture in every bite.
The launch taps into strong demand for elevated meal options, with 73% of UK consumers willing to pay more for a burger served in a gourmet bun3. By bringing a format typically associated with foodservice into retail, New York Bakery is well-positioned to help retailers drive trade-up and incremental value within the bakery aisle.
“Our Legendary Burger Buns respond to growing demand for premium, restaurant-quality bakery, as shoppers look to elevate at-home meal occasions,” says Claire Kong, Marketing Director at New York Bakery. “We’ve brought the iconic potato bun format into retail, combining its soft, fluffy texture and flavour-locking performance with the quality and authenticity consumers expect from New York Bakery, delivering both taste and versatility.
“With at-home occasions continuing to grow – particularly around key moments such as BBQ season and major sporting events – we see a clear opportunity for retailers to meet shopper demand for more premium, versatile bakery options. We’re committed to continuing to innovate within the category and strengthening our position as a leader in bakery, by introducing formats that reflect evolving consumer tastes and drive growth in the aisle.”
Each pack contains four pre-sliced buns and is HFSS compliant, vegan-friendly and free from artificial colours or flavourings.
Product availability
- The Original Legendary Burger Buns will be available in Asda, Tesco and Ocado in June with an RRP of £2.25
[1] Circana Unify – Total Market – Total Ambient Standard Bagels – Latest 52w/e to 19.04.25
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