Burger King UK has launched a new wagyu beef burger in collaboration with celebrity chef Gordon Ramsay.
The premium item, priced at $15, is now available nationwide for a limited time and is being promoted as the chain’s most premium burger to date.
The wagyu burger is served in a seeded brioche bun and includes caramelised onion, pink pickled onions, rocket, crispy onions, and a caramelised onion mayo. While Ramsay did not develop the recipe, he is leading the marketing campaign, which runs across television, social media, and digital platforms under the tagline “Not Made by Gordon.”
.@BurgerKingUK has flipped the script on celebrity endorsements with a new campaign, ‘Not Made By Gordon’ from @BBHLondon. https://t.co/D6a0Qi6Ag4 pic.twitter.com/cYKV3BafXO
— Little Black Book (@LBBOnline) September 9, 2025
Ramsay praised the product, calling the wagyu “flaming great” and commended Burger King for making wagyu beef more widely accessible. He also highlighted the importance of celebrating British beef farming, noting that the burger uses wagyu cattle crossbred with British dairy cows and raised on grass-fed farms across 700 UK locations.
“Everyone thinks wagyu has to come from Japan or America, but having our own British wagyu is something worth celebrating,” Ramsay said.
Christian Binney, Burger King UK’s director of food development, described the release as the brand’s most premium burger yet and noted that Ramsay’s involvement brings strong credibility and excitement to the launch.
This is not Burger King’s first major collaboration in 2025. Earlier this year, the fast-food chain introduced a Naruto-themed meal in France, later expanding the promotion to include toys in the United States.
With the wagyu burger, Burger King continues to expand its premium offerings while leveraging high-profile partnerships to attract attention and broaden its customer base.
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