Launch of a bagel brand in Belgium – Customer since 2018
Objective
Launch the New York Bakery Co. brand in the Belgian retail and become the number one bagel brand.
Results
In 2018, New York Bakery Co. bagels were launched at Colruyt, followed quickly by Delhaize in 2019 and Okay in 2020, each showing double-digit annual sales growth since.
Response
GSB prepared a clear business plan on how the manufacturer should approach the market to introduce the brand, helping New York Bakery Co. to secure listings and grow distribution and sales. GSB put in place a marketing plan to increase brand and product awareness in order to generate trial. Inspiring people on how to prepare bagels was a key objective. GSB developed a combination of activities such as in-store cross-category promotions, tastings at events, food truck at festivals and ongoing collaboration with influencers.