Hordes of hungry Londoners have lined the streets of Chinatown to be the first to try a tasty waffle dessert from a trendy new eatery in Soho.
Foodies queued up to get their hands on a sweet egg waffle cone from the newly opened Bubblewrap store on Wardour Street on Thursday afternoon.
The giant bubble shaped treats were previously being sold at a pop-up stall on Berwick Street every Saturday.
But a new permanent premises was launched on Wednesday with Bubblewrap offering a two-for-one deal on waffles purchased within the first two weeks.
Excited waffle fans waited for up to an hour to get their hands on one of the “Instragrammable” desserts with the queue snaking all the way down Wardour Street.
Lifestyle blogger, Jaime Tung, 33, told the Standard: “We waited for about 40 minutes, but it was worth it. I was really excited to see these bubble waffles in London.
“It's a popular Cantonese snack I used to have as a child while visiting my grandparents in Hong Kong, so it brought back some wonderful memories.
“It's typically served plain, so this version loaded with gelato and toppings was different, but very delicious.
"The waffle itself was cooked to the perfection: slightly crispy on the outside, soft and chewy on the inside. I'd love to try the matcha and cocoa variations next.”
Those who were among the first to try out the new vendor took to social media to express their delight.
Customers can choose from three flavours of waffle – plain, cocoa and matcha - six varieties of gelato, fourteen toppings and nine sauces.
The popular street snack first appeared in Hong Kong in the 1950s to avoid wasting broken eggs that could not be sold to customers.
Stall holders created an egg-shaped iron machine and blended the broken eggs with milk and flour to create a batter for the delicious waffles.