Bagel specialist New York Bakery has launched a new product range of ’better-for-you options’ including added fibre and protein.
The range comprises three variants including Lighter, made with 30% less calories than its Original Bagels; Fibre Plus, a multiseed and grain recipe; and Protein Boost, which offers 10g of protein per bagel.
All of the products (rsp: £1.90 for a five-pack) are pre-sliced for convenience and maintain the brand’s signature soft and chewy texture, said to be a result of its authentic boil and bake method. They were created in response to the growing demand for functional foods, noted the company, helping meet core consumer needs across protein, fibre, and lighter options.
New York Bakery highlighted results from a Taluna/Harris Interactive Survey of 529 UK consumers in 2023 that reported 39% growth in ‘healthy’ sales and 77% of respondents actively trying to eat more protein. It added its new directly addresses evolving dietary behaviours whilst also targeting nutritional gaps, with 90% of UK adults lacking sufficient fibre intake [National Diet and Nutrition Survey 2016-2019].
“This launch brings something genuinely new to the bakery aisle,” says Claire Kong, marketing director at New York Bakery. “Consumers want simple swaps that support their health goals whether that’s more fibre, protein or fewer calories. We’ve created a range that meets those needs head-on, while still delivering on the flavour, freshness and chew of a true New York-style bagel.”
The Lighter and Protein Boost bagels have been rolled out at Tesco, Morrisons, and Ocado, while the Fibre Plus bagels will be at Waitrose from next month and Asda from September.
Its latest product range launch is accompanied by its biggest marketing push since 2020. Entitled ‘Bakes You There’, the new creative is described as bringing the spirit of New York City to UK homes and features a TV and social campaign expected to reach over 31m UK adults. It is to be broadcast on ITV, Channel 4, Sky, YouTube, Netflix, Disney+ and Prime, with a six-month Channel 4 Breakfast sponsorship running until 13 October.
New York Bakery is the UK’s number one bagel brand [Circana data for 52 w/e 19 April 2025] and owned by the world’s largest bakery business, Grupo Bimbo. It recently dropped the ‘Co’ from its name.
Packaging has also been refreshed across all bagel packs to emphasise the brand’s NYC identity, including an updated logo accentuating bakery, a distinct drop shadow descriptor inspired by NYC signage, and amplified usage of Lady Liberty.
In addition to the newest variants, the New York Bakery bagel line-up includes The Original, Cinnamon & Raisin, Sesame, Red Onion & Chive, Wholemeal, Everything!, and Gluten Free Original. Its limited-edition flavours of Cookies N’ Cream and Blueberry both won gold awards at The Grocer’s New Product & Packaging Awards 2024, and it has later came out with a Maple version.
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