US firm B&G Foods has given its bagel chip brand, New York Style, a major makeover to include new packaging and the introduction of a sweet, sub-brand.
The relaunch is the brand’s largest in its near 30-year history, the company said today (20 November). Packaging will be “bold” and “sophisticated”, it said, and the introduction of New York Style Sweet Swirls offers a sweet alternative to the brand.
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The Swirls are sweet treats combining the flavours of Cinnabon cinnamon rolls or chocolate into small, crunchy bites, at 130 calories per serving.
A campaign entitled “The Thing to Bring” will coincide with the relaunch and new products, to include a New York Style Facebook page for sweepstakes and giveaways, as well as through other social media platforms.
B&G snapped up the New York Style brand last September. It paid Chipita America US$62.5m for New York Style and a second brand, Old London.
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By GlobalData
