The launch of New York Bakery Co in Belgium

The pessimist sees the hole, the optimist the bagel…

… And we definitely see the bagel! New York Bakery Co is a brand of authentic New York style bagels. Green Seed Belgium supported the company in setting up the best route to market and coordinated the Belgian launch. The products are now available in both Colruyt and Delhaize. The product and brand launch are being supported with in-store marketing campaigns and consumer actions.

The biggest challenge? Convincing people that bagels are more than an out of home lunch concept! The focus is on trial. To inspire consumers, Green Seed set up influencer collaborations and various media deals. In October 2019, a fully branded pop-up store was opened in Gare du Midi, the biggest Belgian railway station. The goal: getting people to try the bagels by handing out small bites of sweet and savoury spread bagels whilst gaining maximum brand exposure. Over a two-week period, more than 15.000 people enjoyed a real taste of New York.