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Cream cheese brand Philadelphia has launched limited-edition, no-hole bagels, named Bagel Wholes, into select bakeries in North America. The launch is in partnership with five bagel shops in North America, featuring each shop’s signature bagel without the hole. Philadelphia says this provides a “first-of-its-kind solution that offers more space” for spreadable foods. Keenan White, senior brand manager for Philadelphia at the Kraft Heinz Company, said: “We’ve heard our fans question why bagels have holes and the limitations it poses for their favourite cream cheese, and we couldn’t agree more. That’s why we’re joining forces with shops across North America to create a more-schmear movement, maximising the space to enjoy Philly’s signature, creamy taste with every bite.” Oren Salomon, owner of Starship Bagel in Dallas, added: “We’ve heard first-hand from our loyal customers about their frustrations around bagels with holes, so it was only right for us to rally with Philly...in this creative movement. Now you can bite confidently into your bagel knowing that your bite will capture both bagel and schmear and lose none to the floor.” Philadelphia Bagel Wholes are available for a limited time in-store at five US bagel shops – Utopia Bagels in New York, Steingold’s of Chicago, Starship Bagel Dallas, Rubinstein Bagels in Seattle and St-Viateur Bagel in Montreal. They are also available on some of the bagel shops’ websites with nationwide shipping.