New York Bakery Co has created a bespoke ‘bagel truck’ to target festival and spectators at sporting events throughout 2018.

The company expects to serve as many as 20,000 deep-filled New York-style bagels by the time the bright yellow New York-style school bus finishes its tour of events and sporting festivals at NFL Wembley on 28 October.

The brand, which has teamed up with Freemans Event Partners as part of the push, said it was serving four core options: Classic Cream Cheese with Salmon; Chicken Club; Little Italy; and Ultimate New York with pastrami, cream cheese, Swiss cheese, sauerkraut, gherkins and mustard.

The breakfast menu includes bacon, sausage and veggie choices, while the additional vegetarian and vegan options comprise The Hipster with hummus, raw slaw and rocket, and Vegetarian Reuben made with Swiss cheese, lettuce, pickled red cabbage and Thousand Island dressing.

“We know people love our bagels and we want to shake up food offerings at events from what they are traditionally used to,” said Philippa Knight, out-of-home marketing manager, New York Bakery Co.

“With the demand for American-inspired food showing no sign of slowing down, the bagel bus is the perfect way to create an authentic New York experience in the UK.”