- Searches on Waitrose.com are soaring with ‘Japanese milk buns’ +617%, ‘milk buns’ and ‘milk bun recipes’ +114% and 102% in the last month
- Demand is surging with sales of milk buns +27% in the last month
- Driven by viral social media trends and a widespread boom across London’s restaurant and café scene
Move over brioche, there’s a new bun reigning supreme this barbecue season. Driven by the viral popularity of Japanese-style shokupan and smash burger culture, milk buns have officially become the must-have bakery staple of the summer.
Emilie Wolfman, World Foods Product Developer at Waitrose, says: “The obsession with milk buns and shokupan (milk bread) is one of the most exciting food trends we’ve seen cross over from social media into mainstream kitchens. Driven by social media, London’s cult burger restaurants and East Asian bakeries, people have completely fallen in love with that signature, fluffy ‘bounce-back’ texture. Our food lovers want to bring that premium, restaurant-quality experience home, and milk buns deliver that instant upgrade – they give you all the luxury of brioche without being too heavy.”
In the last month, searches on Waitrose.com for:
- ‘Milk buns’ +102%
- ‘Japanese milk buns’ +617%
- ‘Milk bun recipes’ +114%
In the last month, sales for:
- Waitrose Milk Buns +27%
Paul Gamble, Senior Innovation Chef at Waitrose, says: “Japanese milk bread and buns are a masterclass in texture. They lock in incredible moisture, creating a cloud-like, pillowy crumb that stays impossibly soft. It brings a gentle, subtle sweetness that elevates whatever you put inside it. One of my favourites is using them for a beef smash burger. I load two crispy-edged beef patties with melted American cheese, tangy pickle juice mayo, and a dash of hot honey. The softness of the milk bun absorbs all those savoury juices without getting soggy – it’s pure, indulgent comfort on a plate.”
Across burger spots, bakeries and sando and brunch spots this Asian influence is dominating. Black Bear Burgers in London is famous for using soft, squishy milk buns as the vessel for their smash patties and crispy fried chicken. Bun House in Chinatown uses Cantonese-style baked milk buns (including savory pork and sweet custard versions) to showcase the pillowy, pull-apart texture of milk dough. Sando spot Taro frequently uses Japanese milk bread/buns for their crispy pork and chicken katsu sandos.
