The ‘scrumptious’ £7 cinnamon rolls from London’s late-night bakery that keep selling out

Every week, a London bakery creates a new sweet treat that instantly has the internet in a chokehold.

Most recently, it was the chocolate and whipped salted caramel cake at Populations Bakery.

The decadent cake, created by Edd Kimber, proved so popular that staff struggled to keep up with demand and even had to implement strict rules for customers wanting a slice. 

Offered as a limited-edition item, the cake is no longer being sold, so naturally, foodies have been looking for the next big thing. And while the Magnolia Bakery banana pudding pop-up has filled the void for many, another spot has been going majorly viral online.

Roll Boys has been hailed as having London’s ‘best’ cinnamon rolls by fans, but getting your hands on one might be tricky, as you can only try them at certain times of the week.

Unlike most bakery businesses, Roll Boys isn’t open every single day, but instead has a weekend residency at My Favourite Sandwich in Shoreditch. 

Fluffy cinnamon rolls smothered in frosting are sold every Saturday and Sunday from 10am to 5pm, or until they sell out – which they often do.

For those wanting baked goods on a weekday, they’ve also recently started running a late-night, ‘after hours’ bakery, opening on a Thursday evening from 5pm to 9pm, so you can satisfy your cravings after a long day at work. 

The menu changes monthly, and on it you’ll find everything from the Classic Cinnamon Roll, topped with Madagascan Vanilla Cream Cheese Frosting, to a White Kinder Bueno Cinnamon Roll with Kinder Bueno frosting, candied hazelnuts, a Bueno drizzle and a Bueno piece. 

Prices start from £5 for a signature roll, but vary depending on whether you’re taking away or eating in. The more extravagant limited-edition flavours can cost as much as £7 to eat at the cafe.

Roll Boys first launched at My Favourite Sandwich towards the end of 2025, and they’ve been garnering attention ever since.

Founder George Artemi tells Metro that they’ve seen queues ‘running down the street’ since opening, and typical wait times during peak periods (11am to 1pm) can reach 45 minutes.

But according to George, people aren’t bothered by the long wait for the rolls.

‘It might seem strange, but I speak to [people in the queue] quite often, and everyone is happy to wait,’ he says.

Demand was recently ‘very high’ for a special edition of the after hours bakery, which saw Roll Boys team up with Magnum for an ice cream collaboration.

Three limited-edition cinnamon rolls were created for the event at the end of May, each one paired with a flavour of Magnum Bonbons. 

There was a Milk Chocolate and Cherry, Gold Caramel Billionaire, and White Chocolate & Cookies. 

On Instagram, people dubbed the collab ‘epic’, ‘lush’, ‘fantastic’, and ‘scrumptious’. 

And these are also the kind of reactions the regular rolls get, with @den_cheng saying: ‘They are sensational.’

Similarly, @lukecatleugh claimed they ‘lived up to the hype and some’.

While @doughboydines thought the rolls were ‘ELITE level cinnamon rolls’ and said they were ‘like no other’. 

He described the rolls as ‘soft, warm, properly gooey and definitely not skimping on toppings’.

Over on TikTok, @laurakhoshaba branded them the ‘best cinnamon rolls’ she’s ever had, and the taste was ‘unbelievable’.

However, not everyone is a fan of the rolls, with some who have tried them claiming they are ‘aggressively sugary’, ‘sickly’, and ‘overpriced’.

Food reviewer, @thefoodietea, wrote: ‘This roll has the personality of a Shoreditch man with a moustache and a podcast. Looks promising at first, then leaves you exhausted and slightly nauseous.

‘About halfway through, I genuinely started seeing colours. Not in a spiritual awakening way, more in a “someone check my blood sugar immediately” way.’

One review on Google, by Martina Petrosino, adds: ‘In my opinion, the best thing about this place is the vibe and the people. The [rolls] are way too sweet for my taste; they’re almost sickly.

‘Relatively expensive for what they are – over £5 for one bun.’

George has replied to several critics online, saying: ‘We completely understand that our rolls and our pricing may not be for everyone and at the end of the day, you can’t please everyone, no matter how hard we try, and we know that.’

Roll Boys is open on weekends inside My Favourite Sandwich, at 141 Commercial Street, London, E1 6BJ.

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