New York Bakery Launches Health & Wellness Range with Added Functional Benefits

The UK’s #1 bagel brand^[i] brings bold flavour and better-for-you benefits to the bakery aisle 

New York Bakery, the UK’s #1 bagel brand^[ii], has launched a Health & Wellness range offering consumers better-for-you options without compromising on bagel size, authenticity or its famous great taste.

The three new variants will deliver on both substance and satisfaction, and include Lighter, with 30 per cent less calories than New York Bakery’s Original Bagels, Fibre Plus, a multiseed and grain recipe, which is high in fibre, and Protein Boost, delivering 10g of plant-based protein per bagel.

All of the products in the range are pre-sliced for convenience and maintain the brand’s signature soft and chewy texture, as a result of New York Bakery’s authentic boil and bake method.

Created in response to the growing demand for functional foods, the new range meets core consumer needs across protein, fibre and lighter options. With 39 per cent growth in ‘healthy’ sales reported in 2023 and 77 per cent of shoppers actively trying to eat more protein^[iii], the range directly addresses evolving dietary behaviours. It also targets nutritional gaps, with 90 per cent of UK adults lacking sufficient fibre intake^[iv].

“This launch brings something genuinely new to the bakery aisle,” says Claire Kong, Marketing Director at New York Bakery. “Consumers want simple swaps that support their health goals whether that’s more fibre, protein or fewer calories. We’ve created a range that meets those needs head-on, while still delivering on the flavour, freshness and chew of a true New York-style bagel.”

The launch is supported by New York Bakery’s biggest marketing push since 2020. The brand’s new creative platform ‘Bakes You There’ brings the spirit of NYC to UK homes, with a bold TV and social campaign reaching over 31 million UK adults. The campaign features on ITV, Channel 4, Sky, YouTube, Netflix, Disney+ and Prime, with a six-month Channel 4 Breakfast sponsorship running until 13 October.

With its expanded range, refreshed packaging and nationwide media investment, New York Bakery continues to lead the category by making health-focused innovation mainstream.

Product availability:

·       New York Bakery Lighter Bagels available at Tesco, Morrisons, Ocado (Asda from September)

·       New York Bakery Protein Boost Bagels available at Tesco, Morrisons, Ocado, Asda and Waitrose

·       New York Bakery Fibre Plus Bagels available at Waitrose (and Asda from September)

The Health & Wellness range has launched with an RRP of £1.90 per 5-pack.