Philadelphia Cream Cheese Bakes Up First No-Hole Bagel For Max Schmearability

Image courtesy of Philadelphia Cream Cheese

Philadelphia Cream Cheese is giving North Americans a hole new way to enjoy morning bagels. In a move that’s set to spread (wink) joy, the Kraft Heinz brand is introducing the Philadelphia Bagel Wholes—the first-ever bagels designed without the traditional hole, in a bid to end the age-old dilemma of disappearing schmear and ensure that cream cheese enthusiasts get more of what they love in every bite.

The innovative bun in the oven, cooked up by creative agency Rethink, with PR support from Zeno Group and media backing from Carat, sees the likes of Utopia Bagels in New York, Steingold’s of Chicago, Starship Bagel Dallas, Rubinstein Bagels in Seattle, and St-Viateur Bagel in Montreal, all ditching the gaping disappointment in the middle to make room for more delicious cream cheese.

By filling in the gap, these bagel maestros are offering a new way to enjoy a fuller experience that doesn’t skimp on the schmear.

Image courtesy of Philadelphia Cream Cheese

The bakes still sport that quintessential shine and dimple on top, but the well doesn’t cut all the way through, leaving a completely usable canvas to spread on.

Keenan White, Philadelphia’s senior brand manager, sheds light on the creamy conundrum that led to this innovation: “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 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.”

Image courtesy of Philadelphia Cream Cheese

The team listened to laments over lost cream cheese and decided it was high time for a change. Enter the Philadelphia Bagel Wholes, a creation born out of the desire to let nothing come between a bagel lover and their beloved Philadelphia spread.

For those looking to get their hands on these truly wholesome bagels, they’re available for a limited run in participating stores. And for breakfast aficionados not near these locations, fear not—Utopia Bagels offers nationwide shipping in the US via Goldbelly, and St-Viateur Bagel covers Canada.

Image courtesy of Philadelphia Cream Cheese

“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,” shares Oren Salomon, the 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.”

[via Philadelphia Cream Cheese, images courtesy]