Sainsbury’s Lovers Bagels


by Jake McMillan

Sainsbury's Pack of 4 Multigrain Bagels

I’ve written another letter.

You know, one of those silly complaining ones like I did to Hampshire Council about the New Forest not being new, and to Combe Inc. complaining about the name ‘Vagisil’ or even my application to the English F.A. to be the new England Manager. This time it was to British supermarket Sainsbury’s about their lack of lovers bagels.

‘Lovers Bagels’, or now  just ‘LBs’, is what my flatmate and I call Sainsbury’s multigrain bagels (shown in the photo above). I am not that much of a bagel fan but these ones are really, really good and they are only £1.00 for a pack of four.  However, they run out very quickly at my local Clapham Common store so if I see them I will get them for my flatmate and I, and he does the same for me. Even so, there have been many times we have gone in only to find they have run out. I decided to write a letter … but in my own special way. I found out the name of the manager of the store and posted to him the following:

*** IN CONFIDENCE ***

Dear Vimal,

I am writing to you in the strictest of confidence to request that the bakery at your Clapham Common store make more of what I call Lovers Bagels and to which you have given the moniker ‘pack of 4 multigrain bagels’ (which you currently sell for £1.00). I’ve tried emailing you, but have not got a reply?

Out of all the bagels your store makes, these are most definitely the finest and tastiest. Many times I go into the store just to purchase these bagels and am too often very disappointed to see you have run out of them.

As a perceptive person you may have gathered that this request is not simply about my love for your bagels, it is about another love. An unrequited love.

You see Vimal, it is these bagels, Lovers Bagels or LBs as they are affectionately known by Keith and I, that are so much more than a baked yeasted wheat dough treat.

The thing is, and this must remain between you and I, Keith is the friend of my wife’s emotionally-challenged sister Maggie. He first started coming round last year and I gave him one of my bagels when seeking his marketing knowledge and insight for a cream project I was working on.

Keith loves these bagels as much as I do. If I am in your Sainsbury’s store I will buy them and share them when he comes round, or he will buy them and then share them with me.

I will text him with just two letters ‘LB’ and he will know.

This is why it is so aggravating that you run out of the Lovers Bagels so often.

Vimal, you will have experienced unrequited love I am sure. It hurts doesn’t it? Every time I go into the store and see the empty area on the bagel shelf, it feels like my heart has been ripped out … as it means I won’t get to see him.

You must put in place arrangements to make more on a regular basis, there is much more at stake than you realise.

Be a lover, be a baker.

Jake McMillan

[Below are scanned images of the actual letter sent, just in case you doubt how sad I actually really am]

Lovers Bagels Letter Page 1Lovers Bagels Letter

I waited for a month, but did not get a response. As I had gone to all the trouble of printing the letter and buying a stamp and everything, I sent a follow up letter and gave the option to reply to me by email. I am pleased to report, Vimal sent me a reply:

Vimal Chandarana Sainsburys Reply Email

A massive thank you to Vimal for responding professionally and with good grace/humour!

Also, since my original letter the availability of Lovers Bagels (and other bagels) has increased. They used to have just one shelf, now they have two!

Bagels Sainsburys Clapham Common December 2012



Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: