The basics:

• Limited-time World Cup bagels available through July 19
• Collection features USA, Brazil, Argentina, Portugal
• Available in stores and for nationwide shipping
• Follows viral success of chain’s Knicks bagels

A New Jersey bagel franchise is getting into the FIFA World Cup spirit this summer with a bagel lineup inspired by some of the global soccer tournament’s most popular teams.

Available through July 19 at Bagel Bazaar shops and online for nationwide shipping, the collection includes bagels inspired by teams from:

• USA
• Argentina
• Portugal
• Brazil

“Each bagel is hand-rolled in its country’s team colors, representing not just the game, but the communities and cultures behind it. We chose Argentina, Portugal, and Brazil because of the incredible passion around players like [Lionel] Messi, [Christiano] Ronaldo, and Neymar, as well as the many team members in our own stores who grew up watching them play,” Bagel Bazaar CEO Paul Salas said.

According to Salas, Bagel Bazaar may adjust offerings depending on which teams make the finals.

Founded nearly four decades ago with a handful of stores in Edison, the now-Hamilton-headquartered chain has 10 shops. The brand is known for its mix of classic standbys, eye-catching creations and unique spreads. Through its recently launched franchise program, the chain hopes to hit 50 locations by 2030.

Its long-term goal is to reach 250 units by 2040.

A few weeks ago, the family-owned venture unexpectedly found itself on EPSN’s “First Take”, after its New York Knicks bagel went viral on social media. Created to mark the team’s historic playoff run, the orange-and-blue bagels generated more than 12 million views.

The chain went on to sell more than 50,000 of the limited-time offering at its shops and online.

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Kneading a winner

Fresh off celebrating the Knicks’ championship season, Bagel Bazaar wanted to mark the World Cup’s return to the region after more than 30 years.

Marketing head Mia Salas shared, “With the Knicks bagels, we saw how food can become part of the way fans celebrate, share, and show pride. Our World Cup strategy builds on that same idea: create something visually exciting, culturally relevant, and easy for people to rally around online and in-store. The goal isn’t just to make a colorful bagel — it’s to give fans something they want bring to watch parties and use to feel connected to their team.”

Her father, Paul, added, “Sports have always brought communities together, and that’s exactly what we saw with our Knicks bagels. Fans weren’t just buying a bagel — they were celebrating their team, sharing photos, and connecting with others who love the game.”

For us, these bagels are about more than colorful food …
—Paul Salas, CEO, Bagel Bazaar

“For us, these bagels are about more than colorful food — they’re a way for fans to celebrate their country, connect with their community, and bring the energy of the World Cup to the breakfast table. Coming off the excitement and success of our New York Knicks bagels, we wanted to create something that captured the same sense of pride and celebration,” he explained.

“The World Cup is one of the few events that brings people from every corner of the world together. And with the tournament returning to the U.S., it felt like the perfect opportunity to celebrate the countries, players, and communities that make the game so special,” he went on.

Going viral

The Knicks bagel isn’t the first time Bagel Bazaar has generated online buzz. After the Food Network showcased it on social media, the chain’s Halloween “Monster Mash” bagel now regularly sells out during the fall.

Mia Salas said, “Our approach is to create products that are inherently shareable, then tell the story behind them. We document every step of the process – from hand-rolling the dough to baking the finished bagels – because people connect with craftsmanship.

“The product grabs attention, but it’s the behind-the-scenes storytelling that keeps people watching. Our social media team is very strategic about how to engage viewers between filming angles, editing cuts, video speed, and music selection. Every detail is carefully thought out to ensure we market our products in the most effective way.”