Three outlet bespoke channel guides and video partnership with The Fat Foodie launched to help all operators capitalise on booming burger and delivery demand.

The UK’s out-of-home (OOH) market is on track to hit £105.3bn this year[1] and food delivery is powering towards £14.3bn with 3.1% projected growth[2]. In response, Lantmännen Unibake’s Americana brand has launched its ‘Built to Deliver’ campaign to help operators meet rising consumer expectations for consistently high-quality burgers across both dine-in and delivery channels.

With 81% of consumers grabbing a burger out of home at least once a month[3] and 56% ordering delivery or takeaway at least once a fortnight[4], the burger category represents significant growth potential. However, research reveals that burger execution challenges are undermining this opportunity with nearly a quarter (24%) of delivery customers citing soggy buns or the bun falling apart as a major disappointment[5].

The structural integrity challenge

The campaign highlights a fundamental point – the bun isn’t just a vessel for the fillings, it’s a structurally critical component that can make or break the entire burger experience. Consumers rank a quality, soft but robust bun that holds its shape as the top-quality indicator when it comes to burger excellence, and most significantly, 73% of consumers are prepared to pay more for it[6].

Samantha Winsor, Marketing Manager at Lantmannën Unibake UK, says: “OOH operators have an incredible opportunity to capitalise on the UK’s burger obsession, and the data tells us something important about where the industry needs to focus and it starts with addressing the fundamentals. The bun makes up 69% of the burger[7], yet is often treated as an afterthought rather than the foundation of a quality dish.

“Delivery is finding this the most challenging, where 30% say their delivery experience is hit or miss[8] due to cold food on arrival (38%), slow delivery times (31%) and soggy or fallen apart burger buns (24%). That’s a significant proportion of diners who aren’t getting the quality experience they expect”.

Guides Built for Every Channel

Recognising that every operator faces unique challenges, Americana’s Built to Deliver campaign includes three bespoke channel guides tailored to the specific needs of pub & bar, QSR and restaurant operators. Each guide is packed with insights, market trends and top tips to help operators create burgers that keep it together under any condition.

From lightly toasting the inside of the bun to create a moisture barrier, to being strategic with sauce placement or using a cloche for flavour enhancement, the campaign shares the secrets to burger success.  Far from generic tips, the guides offer channel-specific strategies designed to help operators maintain the structural integrity and incredible flavour profiles of the burgers they serve up.  The brand’s partnership with The Fat Foodie brings this to life, demonstrating exactly how Americana buns really deliver – whether that’s taking on the challenge of delivery on the back of a moped or holding their own on the pass.

Winsor adds: “We are seeing operators struggle with the complexity of delivering consistent quality, across multiple channels. Our research shows that 30% of delivery experiences are falling short of consumer expectations. That isn’t just a quality issue, it’s a business issue, and the Built to Deliver guides give operators the knowledge and practical tools to close that gap and boost their revenue opportunity”.

Americana buns are built to deliver thanks to the way Americana buns are made using the brand’s signature sponge and dough technology, quality ingredients, baked in specially indented pans for consistent shape and size, and frozen within two hours of baking to lock in freshness. This means operators can serve the soft texture, fresh-baked aroma, and supportive structure that consumers crave.

Download Americana’s ‘Built to Deliver’ guides here.

Urban Farm‑It, the UK’s fastest‑growing functional mushroom producer, has announced its rebrand to Urban Farm‑Produce (UFP) as it prepares for major expansion across retail, foodservice and direct-to-consumer markets. The move reflects the company’s shift from a grow‑your‑own brand into a vertically integrated supplier capable of delivering consistent, certified‑organic Lion’s Mane at national scale.

Having become the first producer to launch fresh Lion’s Mane into Sainsbury’s nationwide, UFP is now consolidating its position as the UK’s leading specialist in this high‑value ingredient. The rebrand signals a strategic pivot, replacing reliance on imported Lion’s Mane with UK‑grown, low‑water‑usage, minimally processed product, supporting retailers, manufacturers and foodservice clients seeking to strengthen domestic sourcing and reduce supply‑chain exposure.

The company is also strengthening its cold‑chain infrastructure through its collaboration with Oakland International, creating one of the UK’s most advanced specialist systems for Lion’s Mane cultivation, processing and distribution. This integration ensures consistent quality, longer shelf life and reliable year‑round supply.

Urban Farm-It Founder and CEO Elliot Webb stated: “This rebrand marks a defining moment in our journey. What began as a mission to help people grow their own food has evolved into a commitment to reshape how functional, nutrient dense ingredients reach our plates. By producing Lion’s Mane mushrooms here in the UK, organically, sustainably, and at scale, we’re proving that food systems can be both innovative and responsible.

“Our mission is simple, to make functional, healthy foods accessible while supporting sustainable, UK-grown agriculture.”

To meet surging B2B demand, UFP has begun construction of a second production facility at Redditch, significantly boosting capacity for both fresh and value‑added formats. February will see the rollout of new Lion’s Mane product formats not yet available in the UK, supporting retailers, manufacturers and foodservice operators looking to diversify plant‑based and functional food ranges. Further sites are already in planning to support long‑term national availability.

UFP has relaunched its website to streamline trade ordering, giving chefs, wholesalers and procurement teams frictionless access to high‑volume purchasing and dependable supply of organic, UK‑grown Lion’s Mane. Certifications including Soil Association Organic, Red Tractor and BRCGS further underlining UFP’s commitment to traceability, sustainability and robust product standards. The brand’s recognition as Sainsbury’s ‘Best Newcomer’ 2025 highlights its rapid category impact.

With the shift to Urban Farm‑Produce, the company is positioning itself as a major domestic player in healthy, functional foods, offering a scalable, UK‑grown alternative to ultra proceed meat‑alternative ingredients, while supporting more resilient, lower‑carbon supply chains.

The name change takes effect 23 January 2026.