WARBURTONS has revealed its hugely anticipated new advert, featuring Hollywood legend Robert De Niro as "the new boss of Bolton".

The commercial, entitled GoodBagels, has been released on Twitter to the masses and opens with a Warby's office assistant proclaiming "Robert De Niro's waiting!"

Coming as no surprise, De Niro hits the mean streets of Bolton playing a mafia don, hell bent on taking all of the credit for Warburtons bagels - a much loved New York bakery staple.

Bursting into Jonathan Warburton's office, they paint a picture of a world where De Niro passes off the new Warburtons bagels as his own.

In a series of quick edits, De Niro and his mafia family are seen arriving at Bolton train station, taping up a security guard and stealing a lorry full of bagels and fill supermarket shelves with the newly labelled "GoodBagels".

The Warburtons bagels end up sleeping with the fishes, before De Niro declares himself as "the new boss of Bolton".

Quickly cutting back to the office scene, Jonathan Warburton mistakes this threat as storytelling for a new film, similar to the pitches made in previous commercials by Sylvester Stallone, Peter Kay, and of course The Muppets.

Asking "how does it end?" De Niro responds in his typical New York-Italian drawl, "not well".

The strap line rolls across the screen, saying "from the family to yours".

The Raging Bull and Taxi Driver double Oscar winner actually travelled to the company's Hereford Street HQ in Bolton for filming earlier this year

He said: “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.”

Jonathan Warburton, chairman of Warburtons, said: “We’re proud of our Bolton roots and it was great to bring a big star like Robert De Niro here to star in our brand-new ad. As an iconic New Yorker, Robert De Niro knows his way around a bagel so it’s great to have his seal of approval."

Mr Warburton added: "We had a lot of fun filming at Warburtons HQ and showing that Bolton really is the home of the best bagels."

The latest campaign marks the launch of Warburtons new cinnamon and raisin and plain bagels.