Bell's Brooklyn Bagels

What Bell's Brooklyn Bagels does

Bell's Brooklyn Bagels, legally Brooklyn Bagel® A.C.E. Specialties LLC (doing business as Bagels by Bell and B&S Bialy), is a third-generation, family-owned American bakery founded in Brooklyn in 1949 by Marty Bell and currently co-led by Warren Bell and Jared Bell. Operating from a single production facility at 3333 Royal Avenue in Oceanside, New York, the company manufactures handcrafted New York-style bagels and traditional hand-pulled bialys, with the company's own materials describing it as the largest bialy manufacturer in the United States. Its proprietary processes — including hand-pulled bialy shaping and hand-schmearing of onions into the center — are positioned as a continuing family tradition, and the catalog includes product innovations such as the bialy roll (puffed-dough sandwich pocket) and jalapeño bialy.

Name

Bell's Brooklyn Bagels

Legal name

Brooklyn Bagel® A.C.E. Specialties LLC.

Website

https://bialy.com

Company type

Private

Founded year

1949

Operating status

Operating

Short description

Bell's Brooklyn Bagels is a third-generation, family-owned Brooklyn-founded bakery that produces handcrafted New York-style bagels and bialys from its Oceanside, NY facility, distributing through grocery chains (including Walmart and Publix), foodservice accounts, and a direct-to-consumer subscription e-commerce site.

Ownership category

akta.pro rank

Product category

Artisan Bakery Manufacturing

NAICS

Bread and Bakery Product Manufacturing (31181), Commercial Bakeries (311812), Packaged Frozen Food Merchant Wholesalers (42442)

SIC

Bakery Products (2050), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Frozen Bakery Products Manufacturing (AFAKAAAF)

akta.pro secondary industries

Frozen Bakery Wholesale (AFAIAFAE), Bread & Rolls Wholesale (AFAIAFAA)

Keywords

• Artisan bagel manufacturing
• Handcrafted bialy production
• Wholesale frozen bakery
• Foodservice bagel supply
• Bakery thaw and sell

Headquarters

HQ city

Oceanside

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Others

Revenue model

1. Direct Consumer Sales: E-commerce sales of bagels and bialys directly to consumers through the company website with subscription options for recurring orders.
2. Wholesale Frozen Distribution: Wholesale distribution of frozen bagels and bialys to grocery store freezer sections under Ray's New York Bagels and Bell's Brooklyn Bagels brands. Products include private label options.
3. Bakery Thaw and Sell: Wholesale distribution of par-baked bagels and bialys to grocery store bakery sections for thaw and sell operations.
4. Foodservice Distribution: Distribution of bagels and bialys to restaurants, hotels, and other hospitality businesses in various formats including frozen dough, par baked, and fully baked.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels3 records

Core offering

Bell's Brooklyn Bagels manufactures handcrafted New York-style bagels and traditional hand-pulled bialys in multiple flavors and formats. The company sells these products through direct-to-consumer e-commerce with subscription delivery, wholesale frozen distribution to grocery retailers (under Bell's Brooklyn Bagels and the acquired Ray's New York Bagels and "What's a Bialy?" brands), bakery thaw-and-sell programs, and foodservice supply to restaurants and hotels.

Product overview

Bell's Brooklyn Bagels is a family-owned and operated bakery business spanning three generations, with over 75 years of tradition in handcrafted New York-style bagels and authentic bialys. The company operates as a single-product-line bakery with multiple distribution channels including direct-to-consumer e-commerce subscriptions, wholesale frozen distribution, bakery thaw-and-sell programs, and foodservice accounts. The core product portfolio centers on traditional hand-pulled bialys and handcrafted Brooklyn bagels, complemented by innovative variations such as the Bialy Roll (puffed bialy dough creating sandwich-friendly pockets) and Jalapeño Bialy. In 2015, the company expanded through acquisition of Ray's New York Bagel and 'What's a Bialy?' frozen product lines. Products are distributed through major grocery retailers nationwide (Publix, Shaws, Walmart, Keyfood, Foodtown, Stop Shop, Market Basket, ShopRite) and directly to consumers via subscription e-commerce.

Differentiator

Problem solved

Functional benefit

Brands

• Ray's New York Bagels: Premium frozen bagel brand acquired in 2015, featuring six 4oz bagel packs in Plain, Everything, Onion, and Sesame varieties.
• "What's a Bialy?" Frozen Line

Products and services

• Bell's Brooklyn Bagels (Traditional New York-Style Bagels)

Quantifiable outcome

• Largest bialy manufacturer in the nation
• +1 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Ray LeonardcoreChannel Partner/ Reseller/ DistributorRay Leonard serves as Director of Business Development at Bagels by Bell. Handles wholesale inquiries for frozen distribution from the Oceanside, NY facility.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Lender's Bagels: A mass-market frozen bagel brand sold across U.S. grocery freezer aisles. Closely comparable to Bell's frozen wholesale line in product format, channel mix, and target customer, though Lender's is a non-niche, non-bialy competitor.
• St. Pierre USA: Specialty bakery brand focused on brioche-style buns and bagels sold through U.S. grocery and foodservice channels. Comparable product format (bagels, buns), channel strategy, and grocery shelf positioning.
• Aunt Millie's Bakeries: Family-owned regional commercial bakery producing breads, rolls, and buns for U.S. grocery chains. Comparable in family-ownership structure, wholesale-to-grocery distribution model, and commercial bakery operations.
• New York Bagel & Bakery Co. Regional New York bagel bakery with wholesale and DTC distribution. Comparable product focus, geographic heritage, and channel mix, though smaller in scale and more regional.
• Einstein Bros Bagels: National bagel-focused bakery chain and consumer brand. Comparable to Bell's in core product (bagels) and brand-led positioning, though Einstein Bros competes primarily through retail cafes rather than wholesale and DTC.
• H&H Bagels: Iconic New York bagel brand with national wholesale and DTC distribution. Highly comparable heritage positioning, New York-style bagel focus, and broad channel mix including grocery and foodservice.

Emerging players

• Dave's Killer Bread: Fast-growing specialty bread brand (owned by Flowers Foods) with strong grocery and DTC presence. Comparable in family-roots heritage story, premium positioning, and multi-channel strategy, though operating in the broader bread category rather than bagels/bialys.
• Udi's Gluten-Free: Specialty gluten-free bakery brand with national grocery distribution and DTC sales. Comparable in being a differentiated, branded bakery in U.S. grocery channels, but operates in the gluten-free subcategory rather than traditional bagels.

Broad incumbents

• Pepperidge Farm: Large, established baked goods brand (owned by Campbell Soup) selling breads, rolls, and specialty bakery items across U.S. grocery and foodservice. Comparable wholesale distribution model and premium positioning, but operates a much broader portfolio.
• Thomas' English Muffins (Bimbo Bakeries): Iconic U.S. bakery brand owned by Bimbo Bakeries, the largest bakery company in the U.S. Comparable shelf presence in grocery bakery aisles and category leadership in English muffins, but operates at much greater scale across many categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bellbialy
• LinkedInlinkedin.com/company/bell-s-brooklyn-bagels-bialys

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bell's Brooklyn Bagels