Warburtons has partnered with Hollywood legend Robert De Niro to mark the launch of its new bagels, available in ‘Cinnamon & Raisin’ and ‘Plain’ variants.

The ad ‘GoodBagels’, starring De Niro with all the ingredients of a mafia drama, premieres on ITV 1, May 17 during Gogglebox.

“It was a pleasure to fly to the UK to film this ad with the Warburtons family, and star alongside Jonathan. Getting into the bagel business has been great fun, and I hope everyone enjoys the final cut,” De Niro commented.

The latest campaign follows in the footsteps of the brand’s previous star-studded adverts; The Deliverers with Sylvester Stallone, The Giant Crumpet Show featuring the Muppets, and Pride and Breadjudice with Peter Kay in 2017.

Jonathan Warburton, chairman of Warburtons, said: “As an iconic New Yorker, Robert De Niro knows his way around a bagel so it’s great to have his seal of approval. We’ve spent months perfecting the recipe and process to ensure we delight families up and down the country with the best thing since sliced bread!”