The New York Bakery Co bagel brand has branched out into the muffins market with a new range of products.

The Maple Leaf Bakery-owned brand has developed a line of premium coffee shop-style muffins in double chocolate and blueberry varieties, to be launched into Tesco stores on 30 April. The new muffin products will be sold in packs of two for a RRP of £1.69.

Simon Foster, vice president of marketing at Maple Leaf Bakery, said: “Following our successful relaunch and record bagel sales for retailers in 2011, we are excited to introduce our range of New York style muffins. We are confident that with our genuinely superior product in the top-selling flavours consumers love, our brand can set muffin sales on the same path as bagels and prove a winning combination with both our existing New York Bakery fans and a wider audience that don’t yet purchase bagels.”

The muffin launch will be supported by in-store promotions and a media campaign as part of the New York Bakery Co’s £3m communication spend this year, focussing on ‘A taste of New York’ for UK consumers.

The bagel brand’s re-launch last January has helped to increase sales by 68% for the 52 weeks ended 24 December 2011, in addition to a 50.8% rise in value of the ambient bagel market for the same period.