New York Bakery Co has unveiled a new Everything Bagel as part of a £4m investment in the brand.

Building on the brand’s iconic ‘Taste of New York’ positioning, the new multi-channel campaign has been specially designed to make New York and bagels synonymous amongst UK consumers. The campaign includes NPD, a TV advert, a brand redesign and an improved recipe.

The newly launched Everything Bagel (rrp £1.60 for five bagels) is made with sesame, poppy, onion and garlic. 

The cinematic 30” TV ad, scheduled to air nationally on 18 September, introduces Edna to the UK as ‘The Woman Who Runs New York’ because she feeds New York bagels. For Edna, bagels are the answer to everything. 

The campaign will be activated across digital media, social media and PR. 

The major campaign includes a brand redesign on packs already rolling into stores across the country.

Tim Barkey, marketing director at New York Bakery Co., said: “The new-look packs are designed to ensure New York Bakery Co. retains its iconic standout on shelf. We have a strong new logo that maintains a classic US feel but in a fresher, cleaner style. We’ve listened to consumers, added further cues to Lady Liberty and taken the opportunity as a brand to own the bagel shape. The recyclable film has been redesigned so that the bag is a tighter fit to look better on shelf, and the packs feature a range of specially selected secondary colours and fonts to clearly differentiate between products.”

This activity comes as New York Bakery Co. leads the ambient bagel category with 81% market share, growing value by 3.9% year-on-year and growing units ahead of the category at 9.4% year on year (source: IRI, 52w/e 22nd July 2017).