New York Bakery Co has been forced to temporarily halt production of some of its bagels after suffering “teething problems” at its site in Rotherham following an upgrade.
Production of the business’s Cheese, Red Onion & Chive and Wholemeal bagels was stopped as a result of technical issues following work designed to increase production capability and improve efficiency.
This business has, however, continued to produce its Original, Sesame, Cinnamon & Raisin and Minis as normal.
“This is a case of range rationalisation that has been driven by us, as the brand, over the past few weeks, and based on a temporary production challenge we have been facing as a result of significant bakery technology investment,” said Tim Barkey, New York Bakery Co’s marketing director.
“We prioritised production on our best-selling range for all our retail partners during the temporary challenge,” he added, noting production was getting back to normal.
This includes production of its latest innovation, the Everything bagel, flavoured with sesame, poppy, onion and garlic.
“Wholemeal is already back in production, with Red Onion & Chive to follow shortly. The Everything bagel is an NPD launch, replacing Cheese in our range, and therefore was not affected.”
The news comes less than a month after the brand unveiled its biggest campaign ever as part of a £4m investment, including TV advertising.
Despite the setback, New York Bakery Co insisted the business was showing continued growth.
“Clearly the production issues have created disruption, but the bigger picture of creating significant brand growth with a bakery fit for purpose remains on course for the brand in the coming months as we see the rewards from our investment kick in,” Barkey added.
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