KANSAS CITY, MO — Cross-brand partnerships can provide a path for innovation that draws in consumers looking for unique flavor experiences.
“Collaborations with other brands, including bakeries, ice cream shops and beverage companies, allow for creative flavor combinations and expanded market reach,” shared Melanie Frost, CEO of Ess-a-Bagel, located in New York. “Ess-a-Bagel has partnered with Magnolia Bakery, Baileys, PIX11 and other local brands to amplify our reach.”
Ess-a-Bagel’s partnership with Magnolia Bakery led to the Banana Pudding Bagel, which featured a cream cheese spread inspired by Magnolia’s signature banana pudding and a classic bagel dyed banana yellow.
Over at PopUp Bagels, collaborations with brands such as Utz, Old Bay and Frank’s Red Hot and big names such as Dominique Ansel keep customers coming back. A partnership with BuzzFeed’s Tasty gained positive reactions from customers not only for the schmear flavors but for PopUp Bagels teaming up with a major media brand.
“Collaborations are a way to have fun and experiment with new things,” explained Adam Goldberg, founder and CEO of PopUp Bagels. “And at the same time, both our brand and theirs build some excitement on what we’re doing.”
While out-of-the-box schmear flavors catch consumer attention, classic bagel flavors such as plain, sesame, poppy seed, cinnamon raisin and Everything remain in demand.
“However, there has been a surge in demand for pumpernickel and some unique and innovative flavors,” Frost shared.
In addition to taste, bagels with unconventional colors can also draw the eyes and dollars of consumers.
“Bagel companies are expanding their offerings beyond traditional flavors, offering unique options such as Cinnamon French Toast, Jalapeño Cheddar, Blueberry and dessert-inspired flavors,” Frost explained. “Colored bagels have also gained popularity, with green bagels for St. Patrick’s Day and pink bagels for Valentine’s Day being favored. Customers are drawn to the playfulness of
these options.”
Bakers don’t have to restrict colorful bagels solely to holidays. In the Kansas City metro area, Meshuggah Bagels matches its New York-style bagels with abstract colors, offering red and gold bagels as a nod to the Kansas City Chiefs and brightening its display case with vibrant tie-dye bagels.
With a whirlwind of colors, flavors and inclusions, the future of bagels is shaping up to be promising.
“The global bagel market is set to grow significantly from 2023 to 2031, driven by innovation in flavors, ingredients, and production techniques like par-baked and frozen options, catering to evolving consumer preferences,” Frost said.
From increasing healthier options to bagel toppings evolving along with shifting dietary preferences, the sky’s the limit.
This story has been adapted from the June | Q2 Craft to Crumb mini-mag. Read the full story in the digital issue here.
