New York Bakery readies bagel marketing blitz

Bagel brand New York Bakery is planning to increase its marketing spend next year alongside an investment in its manufacturing capabilities aimed at growing the brand’s penetration in the UK.

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It will spend £3m on brand communications in the coming year, focusing on a “synchronised” PR, TV and in-store marketing campaign.

The brand’s owner Maple Leaf Bakery UK has invested £11.5m to extend its UK factory as it looks to drive growth of the bagel brand in the UK and take a bigger share of the market estimated to be worth £41.7m per year.

Simon Foster, Maple Leaf marketing director, says the brand currently has 25% penetration in UK households, and has a long-term ambition to double that.

The brand relaunched last year and claims it has since increased sales by 66%, adding £8m in incremental sales this year.

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