Bakery brand New York Bakery has expanded its UK product portfolio with the launch of Legendary Burger Buns, introducing the increasingly popular potato bun format to the retail bakery aisle.

The new range aims to capitalise on rising consumer demand for premium burger experiences at home, particularly as shoppers continue to trade up everyday meal occasions and seek restaurant-inspired products.

Long associated with major US burger chains including Shake Shack and Smashburger, potato buns have gained popularity for their soft texture, light structure and ability to hold sauces and juices without breaking apart. According to the company, menu penetration of potato buns in the UK has increased by 33% over the past four years as the format gains traction beyond foodservice.

Available initially in an Original variant, the Legendary Burger Buns are made with potato and designed to deliver what the company describes as a “soft, fluffy texture” alongside enhanced flavour retention for burgers and sandwich builds.

Claire Kong, marketing director at New York Bakery, said: "Our Legendary Burger Buns respond to growing demand for premium, restaurant-quality bakery, as shoppers look to elevate at-home meal occasions. 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.”

New York Bakery said the buns are particularly suited to seasonal and social occasions such as summer BBQs and major sporting events, where at-home entertaining continues to remain strong.

Each pack contains four pre-sliced buns and is HFSS compliant, vegan-friendly and free from artificial colours or flavourings.

The Original Legendary Burger Buns will launch in Asda, Tesco and Ocado from June with a recommended retail price of £2.25.