CHICAGO and PITTSBURGH — Among a bagel’s defining characteristics — its golden exterior, chewy crumb and more — the product is arguably most easily identifiable by the hole in its center.
In a new partnership with popular North American bagel shops, Philadelphia Cream Cheese, a Kraft Heinz Co. brand, is shaking things up with Philadelphia Bagel Wholes.
The limited-edition bread product features a bagel with no hole in the middle to give customers more surface area for schmear.
“We’ve heard our fans question why bagels have holes and the limitations it poses for their favorite cream cheese, and we couldn’t agree more,” said Keenan White, senior brand manager, Philadelphia at the Kraft Heinz Co. “That’s why we’re joining forces with fan-favorite shops across North America to create a more-schmear movement, maximizing the space to enjoy Philly’s signature, creamy taste with every bite.”
The brand teamed up with Utopia Bagels in New York City; Steingold’s in Chicago; Starship Bagel in Dallas; Rubenstein Bagels in Seattle; and St-Viateur Bagel in Montreal, Canada, to remove the hole from each shop’s signature bagels.
“We’ve heard first-hand from our loyal customers about their frustrations around bagels with holes, so it was only right for us to rally with Philly, the only cream cheese that makes the cut to be on our bagels, in this creative movement,” said Oren Salomon, owner of Starship Bagel in Dallas. “Now you can bite confidently into your bagel knowing that your bite will capture both bagel and schmear and lose none to the floor or less fortunate schmutz-dropping targets.”
While these hole-less bagels are available for a limited time at all five brick-and-mortar shops, bagel enthusiasts not central to those locations still have a chance to try Bagel Wholes. Utopia Bagels is selling its LTO for nationwide shipping through Goldbelly while St-Viateur is selling it for nationwide distribution in Canada through the brand’s website.
