Leading bagel brand New York Bakery has launched a Health & Wellness range in response to the growing consumer demand for ‘better-for-you’ options and functional foods.
The three new variants include Lighter, with 30% less calories than New York Bakery’s Original Bagels, Fibre Plus, a multiseed and grain recipe, which is high in fibre, and Protein Boost, delivering 10g of plant-based protein per bagel.
All of the products in the range are pre-sliced and maintain the brand’s signature soft and chewy texture as a result of New York Bakery’s authentic boil and bake method.
“This launch brings something genuinely new to the bakery aisle,” says Claire Kong, Marketing Director at New York Bakery.
“Consumers want simple swaps that support their health goals, whether that’s more fibre, protein or fewer calories. We’ve created a range that meets those needs head-on, while still delivering on the flavour, freshness and chew of a true New York-style bagel.”
The launch is being supported by New York Bakery’s biggest marketing push since 2020. The brand’s new creative platform ‘Bakes You There’ brings the spirit of NYC to UK homes, with a TV and social campaign reaching over 31 million UK adults. The campaign features on ITV, Channel 4, Sky, YouTube, Netflix, Disney+ and Prime, with a six-month Channel 4 Breakfast sponsorship running until 13th October.
Product availability:
- New York Bakery Lighter Bagels available at Tesco, Morrisons, Ocado (Asda from September)
- New York Bakery Protein Boost Bagels available at Tesco, Morrisons, Ocado, Asda and Waitrose
- New York Bakery Fibre Plus Bagels available at Waitrose (and Asda from September)
The Health & Wellness range has launched with an RRP of £1.90 per 5-pack.
