Associated British Foods has launched what it has claimed is a UK “category first” with a range of “thin” bagels.

Kingsmill Bagel Thins are “significantly thinner” than regular bagels and the company said it had developed the products to meet demand for healthier variants.

“Across the food and drink industry we are seeing a rising demand from consumers for smaller, lighter, healthier versions of their favourite foods,” Janene Warsap, head of innovation at Allied Bakeries, ABF’s UK bakery arm, said.

Warsap said the bagels had a “less doughy texture”, which makes them “lighter” to eat.

Citing Nielsen data, the company said UK volumes sales of “sandwich alternatives” were up 6.7% in the year to 29 March.

Martin Garlick, category director at Allied Bakeries, said the company believed thinner bagels could grow at a similare rate in the UK to the US.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

“Interestingly, the US bagel thins market is already well established and currently worth nearly 10% of the total US bagel market in volume terms.  We believe there is a similar opportunity in the UK,” he said.