Grupo Bimbo's UK-based brand The New York Bakery Co. is launching a range of thinner bagels to tap into growing demand for what it called "sandwich alternatives".
The Bagel Sandwich Thins range will be launched into Asda, Sainsbury's and Ocado over the next fortnight. Each bagel is less than 130 calories and comes pre-sliced in packs of six, which have an RRP of GBP1.60.
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Karen Revel-Chion, head of marketing at The New York Bakery Co., said "The launch of our Bagel Thins moves the New York Bakery Company into a new, exciting space."
Citing data Nielsen data, the company said sales of sandwich alternatives – including sandwich thins, pitta bread and wraps – grew 11% to GBP212m in the 52 weeks to 28 February.
Bimbo acquired The New York Bakery Co. business when it bought Maple Leaf Foods' Canada Bread business last year.
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