Fast-food giant Burger King has launched world's most expensive burger – named simply 'The Burger".
Priced at 95 pounds, the fine ingredients of 'The Burger' include flame grilled Wagyu Beef, white truffles and an Iranian saffron and truffle bun.
The sandwich will make Guinness World Record history beating a similarly extravagant American Double Truffle Burger, which cost 65 pounds back in 1994.
The world's most succulent Japanese beef is complemented with white truffles, onion tempura prepared in Cristal champagne and Italy's finest Pata Negra prosciutto
Restaurant critics have dismissed the burger as just the latest stunt in a marketing craze.
"Burger bars are desperate to move up market as more people question why they are filling their bodies with fast food. But who will really spend 95 pounds in Burger King?" the Telegraph quoted Jasper Gerard, a restaurant critic, as saying.
David Kisilevsky, vice president of marketing at the fast food chain, said: "The Burger is an extension of Burger King's quality burger menu and is aimed at burger aficionados, looking for the ultimate burger taste experience.
"It reflects our ongoing commitment to producing the best quality burgers for a range of different pockets and reinforces our quality credentials."
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