New Zealand's First High-Protein Bagel Lands and It's All About Stealth Wellness

Scott Mathias
Jun 11
2 min read

New Zealand's Abe’s Bagels is ripping the polite packaging off your breakfast routine and giving it a 12-gram plant-protein punch. Yes, New Zealand, your chewy, circular carb comforter just went high-performance.

The country’s first high-protein bagel has landed, and Abe’s isn’t pretending it’s anything other than a nutritional upgrade. With 12 grams of pea protein per serve (that’s your two eggs or a tub of Greek yoghurt in bagel form), 30% fewer carbs, and a serious 17.6g fibre hit, this is a good-stuff breakfast.

Source: Abe's Bagels showing protein bagels serving idea

Why now? Because protein is no longer the preserve of gym bros and TikTok wellness influencers. According to Abe’s own consumer data, 28% of Kiwi shoppers are actively chasing the P-word. And, if the Kardashians are now shilling protein popcorn, you know it’s no longer niche.

Abe’s Head of Marketing, Catherine Parlane, puts it bluntly: “People want the good stuff. We’ve kept the classic chew, but added real function. Our Protein Bagel is for mornings that matter, whether post-spin class or just surviving the school run.”

It’s not just about macros. It’s about mood, muscle, and morning clarity. Studies now show protein at breakfast boosts satiety, concentration, and energy. And unlike a sad skim latte and dry rice cake, this bagel doesn’t ask you to suffer for the gains.

Let’s also note the format, no sachets, no powders, no influencer-only launch party. Just four bagels in a pack, RRP $5.50, quietly revolutionising supermarket shelves across the country.

So yes, your everyday foods are getting a glow-up and Abe’s is leading the charge with a little more chew and a lot more oomph.

Next up? Protein crumpets? Pea-powered croissants? Don’t laugh as this is the era of stealth wellness. And bagels just went protein.

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