The New York Bakery Company is adding Bagel Sandwich Thins to its range this spring with a £2.5m campaign.
The launch aims to capitalise on the trend to swap out bread for lighter alternatives, such as sandwich thins, pitta bread and wraps. The market is valued at £212m with an annual 11% annual growth [Nielsen, 52 w/e 28 Feb 2015].
The new product has been launched following consumer feedback that some consumers find standard bagels too filling. Bagel Sandwich Thins are aimed at consumers who want the taste and texture of a bagel, but in a thinner, easier-to-fill format. Each Bagel Sandwich Thin has fewer than 130 calories and comes pre-sliced in packs of six. Three flavours are available: plain; half plain, half wholemeal; and seeded.
Karen Revel-Chion, head of marketing, said: “The launch of our Bagel Thins moves the New York Bakery Company into a new, exciting space. We’ve listened to our consumers and created this new range that is equally as versatile as our core range, but offers a lighter eat just in time for summer.”
Asda will be the first multiple to carry the new product as of 27 April, followed by Sainsbury’s (29 April) and Ocado (5 May) at an RRP of £1.60 for six bagels.
The New York Bakery is part of Grupo Bimbo, the world’s largest bakery company. The brand is now worth £62m in sales, with an 84% share of the bagel category [U&A April 2014].