Bagel brand New York Bakery Co has unveiled a new range of soft pretzel knots, which it has claimed is the first line of its kind to be introduced to UK supermarkets.
Available in original, sweet cinnamon, and cheddar and red onion flavours, the soft pretzel knots are designed to be consumed plain without toppings, fillings or dips. The launch extends New York Bakery Co’s existing bakery offering and will be supported by the TV, print, digital and in-store activity; in all, the company will invest £2.5m in above-the-line media during this year.
The soft pretzel knots have been developed to deliver important consumer drivers of portability and convenience with individually wrapped pretzels, sold in packs of four and equating to less than 150 calories per pretzel.
New York Bakery Co head of marketing Karen Revel-Chion said: “We’re very excited about the launch of soft pretzel knots, which is a first for UK supermarkets and marks an important brand extension for New York Bakery Co. This innovation is in line with our ongoing strategy to be more than a company that just makes bagels.”
The range will be available from this month in Asda, Morrison’s, Sainsbury’s, Tesco and Waitrose stores with a recommended retail price of £1.80 per pack.
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