New York Bakery has unveiled the latest iteration of its sourdough bagels.
Having previously launched a version under its Deli range in 2021, the Grupo Bimbo-owned bakery brand has now rolled out new sourdough bagels as part of its New York Favorites line-up.
The bagels are made with sourdough starter via a 40-hour slow-fermented process, said to produce a “bold, tangy flavour with authentic New York-style chew”. Packs of five (rsp: £2.10) have been launched at Sainsbury’s and Waitrose stores and on Ocado this month, followed by rollouts at Asda in May and then Tesco and Morrisons in June.
New York Bakery noted its new bagels are aimed at tapping into growing consumer demand for artisanal bakery options and speciality bread products that deliver on both taste and texture, inspired by the delis in Brooklyn. Demand for sourdough is rising, added the company, pointing to 2025 data from the Lesaffre Sourdough Bread Consumer Insights UK report which found 68% of UK consumers now purchasing it.
Topped with kibbled wheat, the new bagels are low in fat as well as being a source of fibre which helps align them with demand for more nutritious bakery options too. Just last year the brand rolled out a trio of bagels with functional benefits, including Lighter, Protein Boost and Fibre Plus.
New York Bakery marketing director Claire Kong said the NPD further strengthened their offering in the bagel aisle. “We’re committed to continuing to innovate within the category and strengthening our position as the UK’s leading bagel brand [Circana data, 52w/e 19 April 2025], by introducing new formats and flavours that reflect evolving consumer tastes,” she commented.
“As shopper demand shifts towards more artisan and speciality bakery options, we see a real opportunity to drive growth in the aisle and keep the category moving forward,” added Kong.
The brand entered new bakery categories beyond bagels last year through the introductions of ranges of soft-baked cookies and sub rolls.
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