Value sales at New York Bakery Co have increased 84% since the relaunch of its bagel brand in January this year.

The firm, whose sales have hit £28.3m, said the ambient bagel market is now worth £37.5m (AC Nielsen scantrack data 52 w/e 11 July 2011), an increase of 21.3% on the comparable period last year.

The data also showed that 3.9 million bagels are now eaten every week in the UK (AC Nielsen Scantrack 12 w/e 11 July 2011), with over three-quarters of those bought being New York Bakery bagels, according to the firm.

Head of marketing Victoria Willis announced the firm had got some new “communication activities” planned. “So hopefully the fans will continue to buy record numbers of bagels,” she said.

New York Bakery Co relaunched its bagel range at the beginning of the year, with a new recipe, new shape, and revamped packaging. It also added a wholemeal variety to take its portfolio of flavours to six.

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