The new Lender’s Bagels brand is unveiled.
Less than two years after Bimbo Bakeries USA purchased the company, Lender’s Bagels is launching new flavors and recipes, redesigned packaging, and its first-ever social media marketing campaign. The programs are a part of the 95th anniversary commemoration of the brand.
The origins of Lender’s Bagels may be traced back to 1927, when Harry Lender opened the New York Bagel Bakery in the New Haven, Connecticut, family garage. Murray and Marvin, Harry’s sons, started freezing the bakery’s bagels in the late 1950s as the business grew, anticipating customer demand and defrosting them for greater volume weekend sales. A significant portion of the company’s and the product’s future success may be attributed to this technique.
In 1960, the Lender brothers assumed control of the New York Bagel Bakery. They constructed their first manufacturing plant and changed their name to Lender’s Bagels in 1965. Under the brothers’ direction, the 6,000 square foot plant more than doubled in size in the first year. Over the next two decades, there was more growth and the opening of new facilities.
After Lender’s Bagels was acquired by Kraft Foods in 1985, Marvin and Murray Lender were able to devote more of their time to charitable and community development endeavors. After paying Kraft $455 million to purchase Lender’s in 1996, Kellogg sold the company to Aurora Foods for $275 million in just three years. Aurora sold Lender’s to Pinnacle Foods four years later. In 2018, Conagra Brands paid $10.9 billion to purchase Pinnacle Foods, which included the acquisition of Lender’s Bagels. For an undisclosed sum in January 2020, BBU, Horsham, Pa., the current owner of Lender, purchased the company along with a baking plant in Mattoon, Ill.
According to Carl Lender, the grandson of Harry Lender and son of Murray Lender, “bagels weren’t an everyday breakfast item when Lender’s Bagels first started.” “Lender’s Bagels has continuously reimagined itself to satisfy customers worldwide. The groundwork for a solid local reputation was laid by my grandfather. My uncles Marvin and Sam concentrated on the creativity and efficiency that made it all possible, while my father used his gift for marketing to establish a solid reputation and widespread brand awareness. Now that chapter 100 of Lender’s Bagels is almost here, I’m looking forward to it.
The relaunch consists of:
adding healthier ingredients to the bagels, such as removing the high-fructose corn syrup
Rebranding that draws attention to the Lender’s striking blue hue and emphasizes the company’s heritage with Bagels on the new packaging, with references to the brand’s inception
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New tastes, such as the introduction of Lender’s frozen bagels with blueberries
utilizing an entertaining social media and digital media campaign to directly connect with customers for the first time in over 25 years.
a collaboration with the LeBron James Family Foundation to support family and student programming at the I PROMISE Village in Akron, Ohio, as well as the Lender’s Dining Hall.
According to Jill Matthews, director of marketing innovation and strategy at BBU, “Lender’s Bagels is a beloved American brand with an inspiring history and joyful personality that so many remember fondly.” “Our objective is to commemorate 95 years of this delicious, enjoyable brand by reintroducing the recently enhanced Lender’s Bagels.”
Lender’s Bagels are being reformed and rebranded, and you can find them in the frozen or refrigerated sections of grocery stores around the nation.