Nostalgic packaging, a radio campaign and a focus on more nutritious contents with a whole-wheat/whole-grain muffin line may spin Lender's Bagels out of the freezer and into the hot spot this summer. Pinnacle Foods will make a marketing push for the frozen bagel brand with a campaign that asks listeners to "Imagine you're a bagel. Wouldn't you rather be a Lender's bagel?"
Lender's Bagels will continue production in its Mattoon, Ill., facility despite the recent purchase of its owner Pinnacle Foods by the Blackstone Group. Lender's has been making bagels in Mattoon for more than 20 years.