New York Bagels aims to push its authentic recipe credentials when the brand's new advert hits TV screens next week.

The 30-second creative, set to the Kula Shaker track Hush, shows the authentic stone-baking technique used by brand-owner Maple Leaf Bakery and features its new packaging, which was inspired by the traditional brown paper bags used in New York delis.

It also shows how bagels are great for children's lunchboxes because they contain less than 1% salt, 2.5% fat and no cholesterol, and come in a variety of flavours.

The ad is part of a £1m media spend for New York Bagels over the next 12 months and will run on ITV, Channel 4, Channel 5 and Sky.