UK | 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 UK summer.
Emilie Wolfman, World Foods Product Developer at Waitrose, said that the obsession with milk buns and shokupan (milk bread) has been one of the most exciting food trends that crossed over from social media into mainstream kitchens.
Driven by social media, London’s cult burger restaurants and East Asian bakeries, she said that 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,” said Wolfman.
In the last month, these were the searches on Waitrose online for 'Milk buns' +102 percent, 'Japanese milk buns' +617 percent, 'Milk bun recipes' +114 percent while sales for Waitrose Milk Buns +27 percent.
According to Paul Gamble, Senior Innovation Chef at Waitrose, Japanese milk bread and buns were a masterclass in texture, locking in incredible moisture to create a cloud-like, pillowy crumb that remained impossibly soft and imparted a gentle, subtle sweetness that elevated whatever was put inside.
One of Gamble’s favourites has been 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 has dominated. Black Bear Burgers in London has become famous for using soft, squishy milk buns as the vessel for their smash patties and crispy fried chicken.
Bun House in Chinatown has also used Cantonese-style baked milk buns (including savoury pork and sweet custard versions) to showcase the pillowy, pull-apart texture of milk dough, while Sando spot Taro frequently used Japanese milk bread/buns for their crispy pork and chicken katsu sandos.
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