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Bakery brand New York Bakery is expanding its portfolio with the launch of a Sourdough Bagel, targeting growing consumer demand for artisanal bakery products and flavour-led innovation within the category.

Positioned within its Favourites range, the new product combines the rising popularity of sourdough with the convenience of a bagel format.

Developed using a 40-hour slow-fermented sourdough starter and topped with kibbled wheat, the bagel is designed to deliver a tangy flavour profile alongside the brand’s signature New York-style chew.

The launch comes as sourdough continues to gain traction in the UK, with 68% of consumers now purchasing it. This reflects a broader shift towards premiumisation in the bakery aisle, as shoppers increasingly seek out speciality loaves and products that elevate everyday meals at home.

New York Bakery’s latest innovation aims to bridge this trend with everyday convenience. The Sourdough Bagel offers versatility across meal occasions, from breakfast to lunch and snacking, while also aligning with demand for healthier bakery options.

The product is low in fat and a source of fibre, an important consideration given that the vast majority of UK consumers fall short of the recommended daily fibre intake.

Maintaining the brand’s established credentials, the bagel is produced using its traditional boil-and-bake method, ensuring the soft interior and chewy texture associated with authentic New York-style bagels.

Claire Kong, marketing director at New York Bakery, said: “This launch taps into the growing demand for sourdough and speciality bakery, further strengthening our offering in the bagel aisle. We’ve combined the bold, tangy flavour of sourdough with the soft, chewy texture people expect from a true New York-style bagel, delivering both quality and versatility.”

The Sourdough Bagel launched in Sainsbury’s, Waitrose and Ocado in April, with further rollout planned in Asda in May, followed by Tesco and Morrisons in June. The product has an RRP of £2.10 per five-pack.