New York Bakery is entering two new categories for the first time with the launch of NYC Subs and Soft-Baked Chunky Cookies.
The range expansion aims to unlock incremental sales by broadening New York Bakery’s relevance across multiple shopper missions and consumption occasions. Supported by the brand’s biggest marketing and in-store campaign in five years, the launch will be brought to life with a shopper activation plan, including trolley ads, self-checkout screens and free-standing display units.
The New York Bakery NYC Subs are said to offer a new take on traditional subs, featuring a unique soft inside and chewy outside texture that mirrors the authentic New York deli experience. Available now in three flavours (Original, Italian Style Herb and Roasted Onion), formats include a 2-pack for all three flavours (RRP £1.79) and a 4-pack (RRP £2.99) for Original, which are launching in Tesco, Morrisons, Co-op and Ocado this week.
Meanwhile, the New York Bakery Soft-Baked Chunky Cookies, which are best served warm, tap into demand for indulgent evening treats. Launching in Chocolate Chip and Salted Caramel & Pecan variants in Tesco this week (4-pack RRP £3.99), the cookies combine a crumbly exterior with a gooey centre for a classic NYC bakery-style eat-at-home experience.
Claire Kong, Marketing Director at New York Bakery, commented: “We’re entering exciting new growth spaces for the brand, now covering six target occasions from nourishing breakfasts to indulgent evening snacks. These launches meet growing consumer demand for premium, flavour-forward formats and strengthen our footprint across the wider bakery category.”
The New York Bakery NYC Subs will also feature in the ongoing ‘Bakes You There’ brand campaign, which positions New York Bakery as a gateway to the authentic taste of New York. They will also appear in Channel 4’s Breakfast sponsorship idents, aligning the brand with culturally relevant US programming.
Kong concluded: “We are prioritising these launches with strong marketing support, from media to in-store, to build shopper awareness and drive trial. These new additions continue to drive our positioning of New York Bakery as the go-to for authentic, exciting, New York-inspired baked goods that deliver on quality, value and experience.”
