The UK’s #1 bagel brand[i] supports school breakfast provision through long-term charity partnership
New York Bakery, the UK’s #1 bagel brandi, has donated more than two million bagels to Magic Breakfast since 2021, supporting the charity’s work to provide nutritious breakfasts to children and young people across the UK. The milestone includes 419,100 bagels donated in 2025/26 alone, bringing the brand’s total product donations to 2,029,863 bagels.
The achievement reflects New York Bakery’s long-standing role in the breakfast category and its commitment to using its scale to make a positive difference at breakfast time. Through its ongoing partnership with Magic Breakfast, the brand is helping to support them on their mission, that every child is nourished, empowered, and thriving.
“Breakfast is at the heart of what we do, which is why our partnership with Magic Breakfast is so important to us,” says Claire Kong, Marketing Director at New York Bakery. “Reaching more than two million donated bagels is a milestone we’re incredibly proud of, and one that reflects the role we believe brands can play in supporting communities.
“As the UK’s #1 bagel brandi, we’re committed to using our scale responsibly, and to continuing our support for Magic Breakfast as it works to make breakfast available to more children who need it.”
Sabrina Sallis, Director of Fundraising and Development at Magic Breakfast, says: “Magic Breakfast is incredibly grateful for the continued support of New York Bakery, which has helped us to provide more nutritious breakfasts to children and young people at risk of starting the day hungry. We know that the magic of breakfast goes far beyond the food; it helps children feel settled, supported, and ready to learn. That’s why we continue to champion and provide a healthy start to the day, so that all children are nourished, empowered, and thriving.”
New York Bakery, owned by Grupo Bimbo, will continue supporting Magic Breakfast throughout 2026, building on its long-standing partnership and reinforcing its commitment to supporting school breakfast provision nationwide.
For more information, visit the Magic Breakfast website: Children’s Food & Education Charity | Magic Breakfast
[i] Circana Unify – Total Market – Total Ambient Standard Bagels – Latest 52w/e to 19.04.25
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