Lender’s Bagels

Wednesday March 10thBreakfast Category


Growing up in a Jewish family, we always had bagels around.  Sometimes we’d get fresh bagels fresh at Eagerman’s Bakery but for some reason we always had a package of Lender’s in the freezer. It’s weird, because they were pretty blah bagels as I remember.  We knew what good bagels should be like but due to our unexplained loyalty to Lender’s, the top photo from a 1985 ad is a very familiar sight.

At first I thought having the cartoon of Murray Lender ruined the shot for this post but then I thought it goes with the cartoon-like font on the bag. It’s simple but not boring. The layout is a basic white background with only two colors for the letters and black outline. I like that besides the smaller “No Preservatives” lettering at the top, you really just see a white bag that reads “Lender’s Bagels”. It’s almost generic looking but distinctive enough to be recognized as it’s own brand.   The bag must have been altered for this ad to not include the flavor text that would be in the lower right, so I it should also read “Plain” in smaller letters at the bottom.  Also, I’d like to note that the color of the word “Bagels” would be different according to flavor, which I thought worked very well.  We always got onion flavor, so we knew to grab a bag with the green lettering.

On the current package, “Lender’s” is the most prominent word in placed the center in front of a blue ribbon. The text is more cursive and shaded. The word “bagel” doesn’t seem to be a major player in the design. It does read “America’s Favorite Bagel” (which is debatable) in the upper left and in small text at the bottom but for the most part it looks like the brand is now just “Lender’s” instead of “Lender’s Bagels”, which maybe it is, I don’t know. Lots of other changes like a see-through bag, stripes, mini Manhattanesque skyline and red circle make this a much busier looking bag.
For me the simplicity and recognizability works better with the old bag.

Lender's Bagels: Old or new?

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  1. mindy
    March 11, 2010

    We always had them in freezer too…

  2. Brandon
    March 12, 2010

    I’d love to live in a world without every package having beveled type with a drop shadow behind it, but this time, I’d take the new package over the old. And I grew up with the old.

    Although, I’d replace the Statue of Liberty with the Lender guy holding up a butter knife. Just because, it’d be funny.

  3. Elaine
    March 12, 2010

    I, too, grew up with the old Lenders (coincidence? ;-) and much prefer the old lettering. I like Murray on the package instead of the statue of liberty – not sure where that idea came from (or why?) Anyway, love your blog! Keep on comparing!

  4. Tasty Japan
    March 14, 2010

    The new version is better, you can see what the bagels actually look like inside.

  5. Melissa
    April 3, 2010

    The Murray Lender cartoon is what has me sold on Lender’s bagels – which is why I don’t purchase them as an adult (because the cartoon is gone). I don’t like Lender’s bagels, but I would purchase them if they brought back the cartoon just because seeing the cartoon puts me in a good mood and makes me smile.

  6. SZA
    December 28, 2010

    Maybe it’s just me but Lenders Bagels don’t seem to taste as good as they used to.

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