What’s driving this shift? And what does it mean for chefs, consumers, and the meat industry in the UK?
What Is Wagyu — And Why the Hype?
Marbling & flavour: Wagyu is famed for its high levels of intramuscular fat — the marbling that gives wagyu its melt-in-the-mouth texture and intense, rich flavour.
Origins vs cross-breeds: Not all “wagyu” is the same. There are full-blood / purebred animals (especially Japanese wagyu), cross-bred cattle, and cattle sired by wagyu bulls (British wagyu etc.). The differences show up in price, flavour, texture.
Grading & provenance: The marbling score (Beef Marbling Scale, BMS) is increasingly used by retailers in the UK to denote quality (e.g. a supermarket wagyu may have a minimum marbling score of 6 out of 9).
Wagyu’s Growing Footprint in the UK
Several data points show that wagyu is no longer niche:
The number of British wagyu animals born in 2023 more than doubled compared to 2022 — showing both farmer interest and growing demand.
Retailers are responding: Waitrose has introduced multiple wagyu beef lines (steaks, burgers, meatballs) under its “No.1” range, all with higher marbling scores than many competitors.
Consumers are searching for wagyu burgers online at much higher rates (Waitrose reported searches up more than 100 %) year-on-year.
From Steakhouses to Burgers: Where Wagyu Shows Up Now
The wagyu trend is no longer just about premium steaks in upscale restaurants. Here are the spaces where it’s making waves:
Upscale & premium restaurants / steakhouses
Traditional homes for wagyu: premium cuts, special tasting menus. Wagyu brings prestige, and is used to draw in diners looking for an elevated dining experience.
Boutique burger bars and independent butchers
Burgers are the obvious avenue for wagyu crossover — mixing wagyu fat or using patties made wholly from wagyu. Burger lovers get a “better burger” experience, with more flavour, juiciness. Examples include That Fat Cow’s 100 % dry-aged wagyu patties.
Supermarkets / retail
Wagyu is becoming more accessible at home. Waitrose, for example, now stock wagyu burgers, steaks, meatballs. Consumers can get British wagyu with decent provenance.
Sustainability & innovation: cultivated meat
UK companies are exploring cultured / cultivated wagyu burgers. Finnebrogue and Ivy Farm Technologies are collaborating to produce cultivated wagyu products, aiming for reduced environmental impact while meeting consumer demand.
Opportunities & Challenges
Opportunities
Premium at scale: As domestic production ramps up, there’s scope to bring wagyu into more mainstream outlets without the astronomical prices.
Provenance, welfare, traceability: These are strong selling points. Consumers increasingly care where their meat comes from, how animals are raised. British wagyu, or cross-bred cattle reared under higher welfare conditions, have an advantage.
Innovation: Cultivated meat, fat-blends, new cuts—all open up creative paths.
Challenges
Cost: Wagyu is expensive to rear. Feeding, genetics, grading make it inherently costlier.
Consumer education: Not everyone understands the differences (pure vs crossbreed, marbling, cut). There’s potential for marketing to mislead.
Balancing fat and flavour: Because wagyu’s richness comes from fat, chefs and producers need to use it in ways that highlight flavour without overwhelming. Over-cooking can sabotage the texture.
Sustainability & environmental footprint: Meat in general has environmental costs; wagyu’s higher feed/fattening requirements raise concerns. Cultivated / cell-based options are one route, but regulatory, scale, cost hurdles remain.
What It Means for Burgers
Burgers are an interesting “middle ground” in this trend:
They make wagyu more approachable — less of a splurge than a full wagyu ribeye.
They allow for innovation: blends (wagyu + other beef), fat content tweaks, toppings and condiments that complement the wagyu richness.
Good burger authenticity depends heavily on quality of bun, seasoning, cooking method (don’t over-press; get a good sear; let fat render).
But some critics argue that grinding wagyu into patties dilutes the uniqueness — much of what makes wagyu special is the unbroken marbling in whole cuts. So there’s a tension: is a wagyu burger just “wagyu hype” or genuinely a superior taste experience?
Where Wagyu Is Heading Next
Looking forward, here are some likely directions:
More accessible price points for wagyu beef products — as more British production, better supply chains, economies of scale kick in.
Regulatory frameworks for cultivated meat that allow cultured wagyu to enter the market more broadly.
Clearer labelling and grading becoming standard: marbling score, breed, provenance, welfare.
Hybrid products (blends), premium burger joints offering wagyu classes / experiences.
Restaurants & shops capitalising on “wagyu nights” / specials as marketing draws.
Conclusion
Wagyu beef in the UK has shifted from exotic to aspirational to increasingly accessible. What started as luxury steaks are now burger patties, supermarket meatball lines, and the subject of experiments in sustainable meat innovation.
For consumers, that means more choices; for producers and chefs, more creative possibilities — but also the need to maintain quality, transparency, and value.
If you're a burger lover, a wagyu-fan in the making, or someone curious about meat trends, this is one to watch (and taste).
Where to Try Wagyu Burgers in the UK
SMSH BNSoho, London Smash burgers using wagyu patties (double patties, good bun, full flavour).
YoYo Burger Bristol They offer wagyu among a selection of meats — much of the menu is about hearty burgers with quality.
IceBurg Preston Use “100% HMC certified Angus & Wagyu” for their wagyu-burger offering.
Burger King UK Nationwide Recently launched “The Wagyu” burger: 100% British wagyu beef, flame-grilled, premium style. So wagyu is now entering fast food in a big way.
TGI Fridays UK Multiple Locations Their “Wagyu Burger” offers a luxury take: 6oz wagyu patty, quality toppings etc. Great for something more casual but still premium.
Wildwood Kitchen have recently launched their waygu burger
Shops & Kits to Get Wagyu Burgers at Home
If you prefer cooking your own:
London Fine Foods — Wagyu beef burger packs.
https://www.londonfinefoods.co.uk/
Finnebrogue — Grass-fed wagyu burgers in major supermarkets (Sainsbury’s, Ocado, Costco).
Farmison & Co — Yorkshire Wagyu Steak Burger, made from wagyu sourced from Warrendale.
Farm Shop (Somerset) — Wagyu X burgers (British wagyu-cross), dry-aged, good flavour.
Larder London — Full blood steak wagyu burgers (bulk packs or smaller).
