The UK’s number one bagel brand[i] expands into sub rolls and sweet treats, backed by its biggest marketing push in five years.
New York Bakery is entering two new categories for the first time with the launch of NYC Subs and Soft-Baked Chunky Cookies. The launches this month marks a major step in the brand’s ambition to become the definitive New York-style bakery brand in the UK.
The new range expansion aims to unlock incremental sales by broadening New York Bakery’s relevance across multiple shopper missions and consumption occasions. Supported by the brand’s biggest marketing and in-store campaign in five years, the launch will be brought to life with a robust shopper activation plan including trolley ads, self-checkout screens and free-standing display units.
The New York Bakery NYC Subs are big, bold and bursting with flavour, and offer a new take on traditional subs, featuring a unique soft-inside and chewy-outside texture that mirrors the iconic and authentic New York deli experience. Available now in three flavours (Original, Italian Style Herb and Roasted Onion), formats include a 2-pack for all three flavours (RRP £1.79) and a 4-pack (RRP £2.99) for Original, which have launched into Tesco, Morrisons, Co-op and Ocado today.
Rolls continue to outperform total bakery[ii], with demand fuelled by hybrid working, packed lunches and the evolving sandwich occasion. The New York Bakery NYC Subs tap directly into this trend, offering shoppers a differentiated product that encourages trade-up from standard rolls and wraps.
The New York Bakery Soft-Baked Chunky Cookies, which are best served warm, tap into demand for indulgent evening treats. Launching in Chocolate Chip and Salted Caramel & Pecan variants into Tesco exclusively from today (4-pack RRP £3.99), the cookies combine a crumbly exterior with a gooey centre for a classic NYC bakery-style eat-at-home experience.
The Soft-Baked Chunky Cookies enter a category experiencing consistent value growth[iii], driven by demand for indulgent, bakery-style cookies increasingly popular on social media and premium out-of-home bakeries.
Claire Kong, Marketing Director at New York Bakery, commented: “We’re entering exciting new growth spaces for the brand, now covering six target occasions from nourishing breakfasts to indulgent evening snacks. These launches meet growing consumer demand for premium, flavour-forward formats and strengthen our footprint across the wider bakery category.”
The New York Bakery NYC Subs will also feature in the ongoing ‘Bakes You There’ brand campaign, which positions New York Bakery as a gateway to the authentic taste of New York. They will also appear in Channel 4’s Breakfast sponsorship idents, aligning the brand with culturally relevant US programming to strengthen emotional connection and drive brand recall.
Claire Kong concluded: “We are prioritising these launches with strong marketing support, from media to in-store, to build shopper awareness and drive trial. These new additions continue to drive our positioning of New York Bakery as the go-to for authentic, exciting, New York-inspired baked goods that deliver on quality, value and experience.”
The New York Bakery Soft-Baked Chunky Cookies and NYC Subs will join the Health & Wellness range of Protein Boost, Fibre Plus and Lighter Bagels, the Everything! Bagel and the existing five bagel flavours, including The Original, Cinnamon & Raisin, Sesame, Wholemeal and Red Onion & Chive – reinforcing the brand’s reputation as the home of authentic New York-style bakery in the UK.
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