New York Bakery Co. has revamped and extended its Bagel Thins in a move to encourage shoppers into the morning goods category, including those looking to reduce the carbs in their diets .

The new-look Bagel Thins four-packs (rrp £1) are available now in original and new cinnamon & raisin flavour.

Featuring a new and improved recipe, each Bagel Thin provides a source of fibre and contains less than 130 calories. 

The range also features an extended life of 10 days to fit with the busy lifestyles and dining habits of younger, smaller household consumer groups – which represent a significant 15% of total Morning Goods spend.

Amy Page, head of marketing at New York Bakery Co. said: “2017 is going to be a massive year for New York Bakery Co. and the relaunch of Bagel Thins is just the beginning.

“Shoppers told us they would buy more bakery items if they were lighter and smaller portions, offering fewer but better carbohydrates, with added benefits such as being a source of fibre. We’ve delivered this with a new and improved Bagel Thins recipe that doesn’t compromise on all the taste and versatility of our core range.”

The relaunch comes on the back of total ambient bakery sector bagels sales worth £74.4m. Of this, Bagel Thins value sales made up £12.1m with an increase of 83.8% value change YOY. The new-look range is designed to bring consumers that are moving from other baked goods into alternative Bagel Thins.

The New York Bakery Co. holds an 80.2% value share of the ambient bagels market and is delivering sales of over £59m, growing at a rate of 2.4% YOY (IRI Major Multiples 52 w.e. 31.12.16).