New York Bakery Co is aiming to add value to the bagel category with its first premium lines.

Rolling into stores now, the premium range comprises two permanent lines - fruit & oat and red onion & chive - and a limited-edition blueberry bagel (rsp: £1.55/four).

A £3.6m campaign including TV and press kicks off this week, and owner Maple Leaf Bakery is rolling out a new look across the range - the second brand-wide revamp in two years.

In February, a pre-sliced version of the plain bagel and an improved cinnamon & raisin line (rsp: £1.55/five-pack) will roll out.

Sales of New York Bakery Co have grown 26.9% to £43.5m [Nielsen 52 w/e 13 October 2012].