Bagel brand New York Bakery Co is to launch a new £3.6 million communications campaign, alongside new products and a full packaging redesign for 2013.

The new advertising campaign, centres on encouraging families to ‘Start Spreading’ their New York-inspired bagels with a variety of toppings. Recipe ideas will feature on the company’s new-look website, which launches in February.

The marketing spend will also support the launch of the company’s first premium bagel range, available from this month, which features Fruit & Oat and limited-edition blueberry bagels for the breakfast occasion. A Red Onion & Chive variety will also be on offer, targeted at lunchtime eating.

The communications spend marks the third consecutive year the firm has made a signficant investment in driving category growth.

Nicky Cummerfield, head of marketing of Maple Leaf Bakery UK (owners of the New York Bakery Co), said: “Following record bagel sales in 2011-2 and extensive consumer research, we are excited to announce our latest plans to support our growth aspirations as the market leader in bagels.

“We are confident the new advertising campaign and the addition of new premium flavours to our authentic bagel range will inspire both existing New York Bakery fans and families that don’t yet buy bagels to ‘Start Spreading’ their favourite recipes.”

The ambient bagel category is now worth in excess of £50m – up 20% year-on-year, according to the firm.