Leading bagel brand New York Bakery Co. has introduced a new limited edition Sweet Maple flavour variant to the UK market.
Available in packs of five from this week (RRP £2.10), the new line is baked with pure Canadian maple syrup and sweet cinnamon pieces.
As number one in the £185m bagel category, New York Bakery Co. holds 53% value share and 52% volume share of bagels.
Christina Honigfort, Marketing & Insights Director at New York Bakery Co., said: “Our third rotation in our limited edition portfolio, Sweet Maple, brings a taste of New York diners to Brits’ breakfast tables just in time for autumn. At a time when Ambient Bagel sales are out-performing the wider Ambient Breakfast category, with 4.3% year-on-year volume growth compared to just 1.8%, it’s New York or Nothin’ as far as we’re concerned. Our taste and chew is unrivalled because of our authentic recipe. If it isn’t from New York, it’s just a roll with a hole.”
New York Bakery Co.’s Limited Edition Sweet Maple Bagels are launching in Tesco and Morrisons, with Asda and Waitrose to follow in the coming weeks.
NAM Implications:
- Patently some risk of cannibalisation re their current offering…
- …but with a 52% volume share of the bagel category…
- …this latest innovation from New York Bakery Co. will gain incremental sales at the expense of rivals.
- Watch this space…
