Bagel brand New York Bakery has expanded into sub rolls and cookies, backed by its biggest marketing push in five years.
NYC Subs have debuted in Original, Italian Style Herb and Roasted Onion variants, which have rolled into Tesco, Morrisons, Co-op and Ocado.
All three variants are available in packs of two (rsp: £1.79), with Original also available in a four-pack format (rsp: £2.99).
They offered hybrid workers a “trade-up from standard rolls and wraps”, said New York Bakery.
Soft-Baked Cookies (rsp: £3.99/four-pack), meanwhile, have launched exclusively in Tesco in Chocolate Chip and Salted Caramel & Pecan variants.
Best served warm, they boasted a “gooey centre” and would tap shoppers’ demand for “indulgent evening treats”, said New York Bakery.
A growing footprint
“We’re entering exciting new growth spaces for the brand,” said New York Bakery marketing director Claire Kong.
“These launches meet growing consumer demand for premium, flavour-forward formats and strengthen our footprint across the wider bakery category,” Kong added.
The launches will be supported by New York Bakery’s biggest marketing and in-store campaign in five years, ‘Bakes you there’, which launched last month and will run until September.
NYC Subs will feature in the campaign, alongside Channel 4 Breakfast sponsorship idents, aligning the brand with “culturally relevant US programming”.
The push will also including in-store activations, such as trolley ads, self-checkout screens and free-standing display units.
It comes after Hovis last month unveiled its own range of sub rolls inspired by foodservice trends.
Hovis’ standard Buttermilk and Cheese & Herb sub rolls, along with two protein variants – Buttermilk and Sunflower & Honey – would offer shoppers “the chance to create and enjoy deli-style rolls in the comfort of their own home” with “more distinct flavour choices”, it said.
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