London Recipe Developer Creates Internet's Most Popular Toast Cookies
Courtney Pochin | Published March 25, 2026 | Updated March 25, 2026
"We've started a movement," declares Lungi Mhlanga with evident pride. At first glance, one might assume the 33-year-old is discussing a political campaign or social initiative. However, the London-based recipe developer is actually referring to her culinary creation: the internet's favorite jam and buttered toast cookies.
These innovative treats have taken social media by storm, appearing across platforms as countless home bakers attempt to replicate Mhlanga's recipe. The phenomenon has reached such heights that even singer Jessie Ware prepared a batch for Hilary Duff during a recent episode of the popular podcast Table Manners.
The Viral Recipe That Captured Global Attention
Mhlanga, known online as @lungisalwaysbaking, shared her detailed recipe on Substack and TikTok, where it has accumulated more than three million views since January. The cookies combine crispy toast edges with gooey white chocolate and swirls of raspberry jam, creating what many describe as the perfect after-school snack transformed into gourmet form.
The recipe's unique combination of familiar comfort food elements with sophisticated baking techniques has resonated worldwide. "It was a mix of years of working with textures and flavours, as well as intrigue and timing," Mhlanga explains regarding her inspiration. "Everyone I know loves the comfort of a slice of toast with butter and jam. It makes so much sense to try and combine that with a cookie."
From Hackney Bakery to Global Phenomenon
Mhlanga's baking expertise didn't emerge overnight. She spent nine years honing her craft, previously operating her own bakery called Treats Club, renowned for its decadent doughnuts. What began as a market stall in 2018 evolved into a physical store in Hackney before closing in 2024.
Following her bakery's closure, Mhlanga assumed the role of head of food innovation for Blank Street Coffee, where she began seriously exploring cookie development. Her social media presence grew alongside her skills, ultimately leading to the viral success of her toast cookie creation.
The response has been nothing short of extraordinary. Major brands including Tesco, TikTok, and Dr. Oetker have recreated the cookies, while cafes and bakeries across more than 60 countries have added their own versions to menus. Cities from Paris and Amsterdam to Mexico City and Sydney now feature variations of Mhlanga's creation.
Overwhelming Response and Future Plans
"It's been insane," Mhlanga admits regarding the global reaction. "I genuinely can't get my head around it. I could never have predicted it would go this crazy." Comments on her recipe posts range from Warburtons calling them "life-changing" to YouTube's official account describing them as "stupendous confectionery."
Despite the pressure to follow such a successful creation, Mhlanga remains focused on authenticity rather than chasing virality. "Chasing virality is a dangerous game," she notes. "It's all about being authentic with your content, and then if it does go viral, that's just a happy accident."
For those eager to taste the cookies without baking them, Mhlanga is currently organizing pop-up events where she plans to sell not only the original jam and buttered toast cookies but also variations like miso buttered toast cookies. "I'm just trying to secure the perfect venues," she reveals, hoping to launch multiple locations by May or June.
In the meantime, the recipe remains available on her social media platforms for those wishing to join the global baking movement. As Mhlanga reflects on her unexpected success, she emphasizes the joy of seeing her creation loved by so many: "I feel really humbled seeing a cookie I created being loved by so many people. It's magical being able to shift the conversation around cookies."
