The UK’s #1 bagel brand1 taps into sourdough demand with bold new bakery launch
New York Bakery, the UK’s #1 bagel brand1, has expanded its Favourites range with the launch of a new Sourdough Bagel, tapping into growing consumer demand for artisanal bakery options and speciality loaves that deliver on both taste and texture, inspired by the delis in Brooklyn.
Made with a 40-hour slow-fermented sourdough starter, and topped with kibbled wheat, the bagel delivers a bold, tangy flavour with an authentic New York-style chew.
Created in response to rising demand for sourdough, with 68% of UK consumers now purchasing it2, the launch reflects a clear shift in consumer preferences towards more artisanal, flavour-led bakery options. This sits alongside the wider rise of speciality loaves, as shoppers increasingly look to elevate everyday meals at home.
The Sourdough Bagel launch taps directly into these evolving habits, offering a convenient format that combines the taste and texture consumers love with everyday versatility. Low in fat and a source of fibre, it also aligns with growing demand for more nutritious bakery options, particularly with 96% of Brits falling short of the recommended daily fibre intake3.
The Sourdough Bagel maintains the brand’s signature soft and chewy texture, achieved through New York Bakery’s authentic boil-and-bake method.
“This launch taps into the growing demand for sourdough and speciality bakery, further strengthening our offering in the bagel aisle,” says Claire Kong, Marketing Director at New York Bakery. “We’ve combined the bold, tangy flavour of sourdough with the soft, chewy texture people expect from a true New York-style bagel, delivering both quality and versatility.
“We’re committed to continuing to innovate within the category and strengthening our position as the UK’s leading bagel brand, by introducing new formats and flavours that reflect evolving consumer tastes. As shopper demand shifts towards more artisan and speciality bakery options, we see a real opportunity to drive growth in the aisle and keep the category moving forward.”
Product availability:
- New York Bakery Sourdough Bagels: Sainsbury’s (April), Waitrose (April), Ocado (April), Asda (May), Tesco (June), Morrisons (June)
The Sourdough Bagel has launched with an RRP of £2.10 per 5-pack.
1 Circana Unify – Total Market – Total Ambient Standard Bagels – Latest 52w/e to 19.04.25
2Lesaffre Sourdough Bread Consumer Insights UK, 2025
3 National Diet and Nutrition Survey 2019 to 2023: report
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