New York Bakery, the UK’s #1 bagel brand, is rolling out pre-sliced bagels and refreshed packaging across its range, responding to shopper demand for greater convenience while strengthening standout in the bakery aisle.
The change comes as shoppers seek out quicker, more versatile options across breakfast, lunch and snacking occasions, with two in three saying they would prefer their bagels pre-sliced[ii]. The format also supports easier portioning and freezing, giving shoppers greater convenience while helping households reduce food waste.
All New York Bakery bagels will continue to be made using the brand’s authentic method – boiled and then stone baked – maintaining the signature soft and chewy texture and New York-style flavour shoppers know and love.
Alongside the sliced format, New York Bakery is introducing a bold new packaging design across the range, helping retailers drive standout at fixture, improve ease of shop and communicate key product benefits more clearly.
The refreshed packs feature brighter colours and clearer flavour differentiation, while more prominent benefit-led messaging brings relevant nutritional claims, including low-fat and high-fibre credentials, alongside freezer-friendly guidance.
Where applicable, the new packs will also highlight support for regenerative farming practices that can help store carbon in the soil, boost biodiversity and keep the land healthy for future harvests.
Claire Kong, Marketing Director at New York Bakery, says: This is an important step forward for the range, bringing together greater convenience for shoppers with stronger standout and clearer navigation for retailers.
“By introducing pre-sliced bagels, we’re making New York Bakery even easier to enjoy across key occasions, while keeping the authentic taste, texture and quality shoppers know and love. The refreshed packaging builds on this by making the range easier to shop, bringing each product’s key benefits to the forefront.
“Together, these updates reflect our continued commitment to listening to shoppers, investing in the category and working closely with our retail partners to drive visibility, engagement and repeat purchase.”
This investment will be supported by in-store and online shopper communications, consumer PR and influencer activity expected to reach more than 15 million shoppers, to build awareness of the new format and refreshed packs.
New York Bakery’s pre-sliced bagels and updated packaging will begin rolling out across major supermarkets from August, starting with The Original Bagels. The Gluten Free range will remain unsliced.
