Larry King signs on with bagel brandLarry King signs on with bagel brand

Paul Frumkin

Talk show host Larry King has signed on with the budding Original Brooklyn Water Bagel Co. concept both as a franchisee and brand promoter.

The brand, which currently consists of a single unit in Delray Beach, Fla., that specializes in bagels prepared in water that has been adapted to replicate the water of Brooklyn, N.Y., said the Brooklyn-born King will support the brand in print, radio and online promotions.

King, who recently announced that he would be leaving his long-running CNN talk show, “Larry King Live,” also will develop Brooklyn Water Bagel stores in the franchise territory of Southern California and is expected to open his first location in Beverly Hills. In addition, King has agreed to assist with the chain’s domestic and international franchise seminars and training, said Steve Fassberg, president and chief executive of Brooklyn Water Bagel.

The concept employs a patented 14-stage water technology that it says creates “Brooklynized water,” which enables the production of an authentic Brooklyn-style bagel anywhere. The water also is bottled and sold at the restaurant.

Fassberg said King’s “Brooklyn roots, his business savvy and his passion for promoting a healthy lifestyle made it a natural fit with our core mission.”

King said he “was intrigued to hear about the technology behind Brooklynized water as many people thought it couldn’t be done. But after experiencing the product first hand, Brooklyn Water Bagel brought back childhood memories.”

Fassberg currently operates the concept's sole unit in Delray Beach adjacent to the company’s headquarters. The menu specializes in freshly made bagels, a variety of bagel sandwiches, which includes pizza melts, and an assortment of beverages such as Fox’s U Bet Egg Cream.

Contact Paul Frumkin at [email protected].