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".

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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.

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.

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Bimbo acquired The New York Bakery Co. business when it bought Maple Leaf Foods' Canada Bread business last year.

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