Newly introduced poppy seed bagels from the New York Bakery Co are on sale in Asda for an RRP of £1.50 for a 360g pack.
The company said the launch was part of a continued drive to attract new customers, and followed the release of its Soft Pretzel Knots range last year.
The release coincides with the company’s biggest marketing campaign to date, which features health and fitness guru ‘The Body Coach’, Joe Wicks on television and in print.
Chris Collis, marketing director at New York Bakery Co, said: “As the UK’s favourite bagel brand, it’s important for us to bring variety to the market. We know that poppy seed is a hugely popular bagel choice in New York City, so the introduction of a poppy seed bagel offer felt like the natural next step for us.
“It’s also about differentiating New York Bakery Co from the competition through genuine innovation. We’re the first to introduce poppy seed bagels to the UK, and we’ll continue to lead the way in developing and growing the category.”