The Big Apple, indulgence and variety driving UK business

UK bagel maker New York Bakery Co (NYBCo) has revamped its brand with a new premium range and full packaging re-design playing on iconic New York visuals, indulgence and variety to motivate consumer purchases.

The New York-inspired bagel maker, owned by Maple Leaf Bakery UK, will pump £3.6m ($5.7m) into a marketing push to back up the packaging re-design and new premium line as it eyes the fast-growing sector.

The UK's ambient bagel sector is pegged at £55m ($86.7m) and is up by 20% year on year, according to data, and NYBCo gobbles up a majority share with 82.6%.

Nicky Cummerfield, head of marketing at Maple Leaf Bakery UK, said that the bagels use an authentic New York recipe which adds appeal for consumers.

“This gives us our fantastic product quality and makes our bagels tastier and softer. The influence of New York is a key part of our brand and people find it really aspirational, attractive and vibrant,” Cummerfield said.

“Consumers like to be inspired by something that’s a little bit different, and NYBCo bagels are a versatile and satisfying product that offers a bite of cosmopolitan New York life,” she said.

Packing a New York punch

The packaging re-design aims to bring the brand story to life and create shelf impact, the marketing head said.

“Specifically by adding iconic visuals such as skylines and street signs, it helps bring the New York inspiration behind the brand to life which we know is hugely motivating for consumers.”

Similarly the bold and bright packaging is essential in helping consumers locate the product, driving shelf impact and impulse sales, she added.

Aiming high

Its premium range launch within the brand revamp forms part of a wider growth strategy targeting growth opportunities, the company said.

Cummerfield added that research into key market drivers in the UK bagel sector revealed that variety and indulgence were important, prompting the premium focus.

The premium range will be launched across UK stores, starting this month, and feature three flavors to target breakfast and lunch eating occasions – Fruit & Oat, Blueberry and savory Red Onion & Chive.

Looking ahead…

“Bagels are an extremely versatile snack and this is something we are looking to communicate further as we continue into 2013. Breakfast is the key usage occasion however we want to highlight to consumers how they are also fantastic for a morning snack, lunch or afternoon pick-up,” Cummerfield said.

In February, NYBC will develop flavor and convenience upgrades to existing products. Its best-selling Plain bagel will be pre-sliced for convenience and the raisin content of its Cinnamon & Raisin will be increased.

The company hopes the revamp will drive continued double digit growth for the £45.5m ($71.9m) company.

Since its last brand refresh in January 2011, NYBCo has increased its value by more than £23.2m ($36.7m).

Source: Maple Leaf Bakery UK