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UK bagel brand New York Bakery has unveiled a new limited-edition, market-first innovation, Cookies N’Cream Bagels. The NPD combines the famous American flavour of cookies and cream with New York Bakery’s traditional bagel format, resulting in what the brand describes as a ‘global flavour first’ and the only of its kind on the market. The bagels are rolled, boiled and then baked to deliver the brand’s classic chewy texture. Each bagel contains rich cocoa cookie pieces and a sweet vanilla undertone. The product launched into Morrisons on 11 September and will roll out at Sainsbury’s from 20 September and Asda from 28 September (MRSP £1.90 per pack of five). Alastair Unite, New York Bakery’s brand manager, said: “As the market leader, we are playing to our strengths and driving daring innovation that meets demand. This flavour idea emerged to meet an increasing demand for ‘treat’ like products, which in turn is part of a rising ‘treat mentality’ during the cost-of-living crisis.”