Thursday, June 5, 2008

News: Rebranding for New York Bagel Company


Manchester-based design and packaging agency Touchpoint has re-branded the New York Bagel Company, changing its name to The New York Bakery Co as it looks to extend its product offering. Part of Maple Leaf Foods and produced in Swinton, Rotherham, the brand is known for its supermarket-retailed bagel range, but wishes to extend its product line and explore new avenues. Howard Wright, creative director at the agency, told “We have built on the brand’s heritage, understanding the importance of the existing loyal customer base and encouraging first time impulse purchases." Lisa Nicholson of Maple Leaf Bakery UK told CreativeMatch: “Our rebrand is part of a major business drive in the UK and Europe. The new name will allow us to explore new product areas and expand the business.” Maple Leaf employs around 1400 people at their growing Rotherham facility which produces 70,000 bagels every hour.


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