Burger King is making a bid for Guinness World Record bragging rights with a posh, new deluxe hamburger made with massaged Japanese Wagyu beef, topped with white truffles and flavoured with organic wine.

Diners began buying The Burger, priced at about $190 Cdn., on Wednesday. Sales of the fancy sandwich will wrap on Thursday night.

The burger is being sold exclusively in London's South Kensington district and proceeds will be directed to a London charity.

Other recent entries in the luxury food department include Serendipity 3, which in November set a record with the world's most expensive dessert priced at $25,000 US. In January, Carlsberg began selling what it touted as the best and most expensive beer in the world for 2,008 kroner, the equivalent of $400 Cdn, per bottle.