New York Bakery’s Legendary Burger Buns are soft, fluffy potato buns made with real potato and designed to lock in flavour and juices, helping deliver a restaurant-inspired burger experience at home. With a deliciously light, fluffy texture, golden finish and four convenient pre-sliced buns per pack, they’re made for everything from classic cheeseburgers and stacked creations to chicken burgers, plant-based alternatives and a wide range of fillings and favourite toppings.
Elevating the everyday
Offering shoppers an alternative to more familiar burger bun formats, the buns are designed to elevate everyday burger occasions. Whether it’s a BBQ, sporting occasion, at-home fakeaway or a quick midweek meal, Legendary Burger Buns bring a premium, foodservice-inspired format into the retail bakery aisle.
The format takes inspiration from the potato buns already loved across the US and closely associated with iconic burger brands such as Shake Shack and Smashburger. Born in New York’s burger joints, potato buns have become known for their soft texture and ability to hold in flavour and juices, helping create the kind of indulgent, restaurant-style burger experience consumers increasingly want to recreate at home.
New York Bakery brought the increasingly popular potato bun format into UK retail in 2026, expanding beyond its position as the UK’s #1 bagel brand and building on its New York-inspired bakery credentials. The launch gives the brand a distinctive point of difference within the wider bakery category, taking an established foodservice format and making it readily available for shoppers to enjoy at home, while giving retailers a new premium bun option to support trade-up in the aisle.
Tapping into demands
The launch taps into growing demand for more premium, restaurant-inspired bakery. Potato buns have seen menu penetration increase by 33% over the past four years, while research cited by New York Bakery found that 73% of UK consumers are willing to pay more for a burger served in a gourmet bun. By making a format traditionally associated with foodservice more readily available in retail, Legendary Burger Buns give shoppers an accessible way to trade up their at-home burger occasions.
The product has also been designed with both convenience and broad consumer appeal in mind. New York Bakery Legendary Burger Buns are HFSS compliant, suitable for vegans and vegetarians, and free from artificial colours and flavourings. Each 255g pack contains four pre-sliced buns and launched with an RRP of £2.25, with availability across Asda, Tesco and Ocado.
