New York Bakery is debuting a major range update by introducing pre-sliced bagels alongside bold, refreshed packaging across its portfolio.

The dual overhaul responds directly to surging consumer demand for convenience while improving shelf navigation and standout in retail aisles.

Consumer demand drives convenience upgrade

The move to pre-sliced bagels comes after internal research revealed that two in three shoppers prefer their bagels pre-sliced. By eliminating the need to slice at home, the new format caters to fast-paced breakfast, lunch, and snacking occasions.

• Beyond convenience, the sliced format provides distinct practical advantages for households:
• Easier portioning & freezing: makes prepping light meals quick and seamless.
• Waste reduction: simplifies freezing individual bagels to help households minimise food waste.
• Unchanged authentic recipe: bagels continue to be crafted using traditional methods — boiled and then stone-baked — to deliver the signature soft, chewy texture and authentic taste fans expect. (Note: The Gluten-Free line-up will remain unsliced).

Refreshed packaging

Accompanying the format shift, New York Bakery is rolling out updated packaging designed to sharpen visual impact and streamline the shopping experience:

• Vibrant visuals: brighter brand imagery and clearer colour-coded flavour differentiation make distinct SKUs easier to spot on fixture.
• Front-and-centre credentials: prominent, benefit-led messaging highlights key nutritional points—such as low-fat and high-fibre claims—alongside clear freezer-friendly icon badges.
• Sustainability focus: select packs highlight the brand’s support for regenerative farming practices, which help store carbon in soil and protect land health for future harvests.

“This is an important step forward for the range, bringing together greater convenience for shoppers with stronger standout and clearer navigation for retailers,” says Claire Kong, marketing director at New York Bakery. “By introducing pre-sliced bagels, we’re making New York Bakery even easier to enjoy across key occasions, while keeping the authentic taste, texture and quality shoppers know and love.”

Rollout & marketing drive

The updated pre-sliced packs and vibrant redesign begin hitting supermarket shelves starting with The Original bagels, followed by a phased rollout across the full core lineup.

To support the relaunch, New York Bakery is launching a multi-channel campaign spanning in-store and online shopper communications, consumer PR, and influencer activations expected to reach over 15 million consumers.