Maple Leaf Bakeries UK is to relaunch its New York Bakery Co brand in the autumn following news that its sales have dipped.
It will fork out £3m to adver-tising agency JWT London to devise a campaign and new pack designs, which are due to be launched in October.
Maple Leaf Bakeries mar-keting director Simon Foster said: "We are excited by the opportunity to drive growth in the bakery sector with a strongly differentiated brand proposition. I am confident that the combi-nation of innovative bakery products and JWT’s proven track record in leading activation of FMCG food brands with consumers will be a winning one."
Under the New York Bakery Co brand, Maple Leaf Bakeries produces a range of bagels made to an authentic New York recipe, as well as croissants.
Its Canadian owner blamed lower sales volumes in its UK bakery operations for its falling financial figures last month; sales fell to C$381.5m (£246.8m) from C$412.5m (£266.8m) in the bakery products group in the first quarter ended 31 March 2010.
The company said it was taking steps to reduce the cost base in its UK operations until volumes improved.