New York Bakery Co is continuing to invest in and grow the bagel category year-on-year. The company said it has been the key driver behind delivering double-digit category growth of £32.6m over the past three years and as a result is at the forefront of innovation in the bakery industry.
With 83% market share and £3m year on year investment into the category, today’s launch of a new range of mini bagels solidifies New York Bakery Co’s position as the bagel market leader, contributing to 27.3% value growth year-on-year.
The launch will be supported by a 360 degree integrated communications campaign made up of ATL TV and print, right through to PR and BTL initiatives including on-pack and in-store promotions as well as experiential sampling.
As snacking at home and lunch box trends grow each year, the Mini Bagels have been designed for families, to deliver the same great taste at half the size. Resealable bags of eight make them perfect for freezing and the range will be available in three flavours; best-selling Plain, sweet Cinnamon & Raisin and for the first time Duo – 50% wholemeal and 50% white. With each mini bagel only 45g, they are perfect for a tasty breakfast, brunch, lunch or even New York inspired snack at home or on the go.
Nicky Cummerfield, director of marketing, Maple Leaf Bakery UK (owner of New York Bakery Co), said: “Today’s launch demonstrates our commitment to driving forward the category and to putting New York Bakery Co. at the heart of consumer insight and innovation. The new mini bagel range will be supported by in-store promotions and an integrated media campaign as part of our £3.6m communications spend for 2014.
“We’re really excited to have created the first authentic mini bagels as a direct result of trend-gazing and consumer insights around miniatures. We’re confident that our new range offers the same great taste but in a smaller size.’
New York Bakery Co’s Mini Bagels in Plain, Cinnamon & Raisin and Duo will cost £1.60 per eight pack and are available at Tesco from 27 January 2014 and will roll out nationwide throughout the beginning of the year.
New York Bakery Co said it makes all of its bagels the authentic NY way by boiling them before they are stone-baked, making them soft on the inside with a deliciously chewy crust.