Maple Leaf Bakery UK has announced its New York Bakery Co brand is to be relaunched on 4 January, as the firm aims to drive growth in the bagel sector.

The firm has reformulated its bagel recipe, to give it a more authentic New York look and taste, following extensive consumer research both in the UK and the US.

The new six-strong range, which includes the addition of a wholemeal bagel, will be relaunched in new packaging, and with a £2m marketing drive behind it. The full range will be available in a five-pack format, while its three top-sellers cinnamon & raisin, sesame and plain will also be available in packs of four.

See the feature: A taste of New York, for the full story

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