UK bagel brand New York Bakery Co has revamped its range of ‘bagel thins’, as it attempts to attract more shoppers looking to cut carbohydrates from their diets into the morning goods category.
The packs of four will be available in two different flavours: original, and cinnamon and raisin. Featuring an improved recipe, each bagel thin provides a source of fibre and contains less than 130kcal while retaining the taste and texture of the brand’s core range.
The range also features an extended shelf-life of ten days to fit in with the busy lifestyles and dining habits of younger, smaller household consumer groups. New York Bakery Co said that this demographic accounts for a ‘significant’ 15% of total spend in the morning goods segment.
Its head of marketing, Amy Page, said: “2017 is going to be a massive year for New York Bakery Co and the relaunch of bagel thins is just the beginning.
“Shoppers told us they would buy more bakery items if they were lighter and smaller portions, offering fewer but better carbohydrates, with added benefits such as being a source of fibre. We’ve delivered this with a new and improved bagel thins recipe that doesn’t compromise on all the taste and versatility of our core range. It’s the perfect lighter bite. That’s why in a recent blind taste test, the new recipe scored an incredible 69% preference versus a leading competitor brand.
“As the only company [in the UK] to produce authentic New York-style bagels, boiled and then baked, we are in a position to really drive category growth by working with retailers to offer shoppers a real taste of New York life.”
The new bagel thins will be available in major British supermarkets, as well as on Amazon Fresh, with a recommended sale price of £1 for a pack of four.
The relaunch comes on the back of total ambient bagel sales of £74.4 million in the UK. The New York Bakery Co delivered more than 80% of that, with sales of nearly £60 million and year-on-year growth of 2.4%. Bagel thins accounted for £12 million in sales, with a value change of 83.8% year on year.
The new-look range is designed to appeal to consumers who are turning their backs on other baked goods.
© FoodBev Media Ltd 2021
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