Sunday roast wraps: the next global food phenomenon?
There's been the breakfast burrito and the cronut. Now one of Britain's best loved meals has had its own reimagining, and it could be about to go global.
The traditional Sunday roast - assorted vegetables, stuffing, roast meat and lashings of gravy - now served wrapped in a Yorkshire pudding.
The Yorkshire Pudding wrap, sells for £5.75 (about Dh30) and is the brain child of the family-run York Roast Company, based in York, northern England.
If you're not familiar with a Yorkshire pudding, you could perhaps think of it as a savoury, puffed up pancake.
The wrap was launched in March. But it was in September, after a photo posted on the firm's Facebook page, that interest took off, said managing director Wayne Chadwick.
"It's gone 1,000, 2,000 and then 10,000 and then tens of thousands. So there was an actual reach on our Facebook page by the, now I think is over nine million."
The BBC then posted its own video of one of the wraps being made. That video viewed more than 16 million times.
And it's led to constant queues outside the company's five shops.
"It's been crazy to be honest," Mr Chadwick said. "We have been overwhelmingly under-prepared for this. I think in total in my private inbox at the moment I am on about 1,500 messages, I can't deal with that."