Business & Tech
Larry King to Pitch Brooklyn Bagels to Beverly Hills
The former CNN host will appear in ads for the company, which uses a special process to create "Brooklynized" water and is opening its first California store here in town.
After announcing an end to his CNN talk show, it didn't take Larry King long to decide what to do next.
But it's not a role promoting his favorite Beverly Hills restaurant, Nate 'n Al's, where the iconic broadcaster can be found many mornings surrounded by friends and telling stories. Instead King, 76, has signed on to be the pitchman for the Original Brooklyn Water Bagel Co., and is helping launch the company's first California store right here in town.
King, himself a Brooklyn native and son of a restaurant owner, said he was hooked on the project after sampling the goods. He is quoted on the company's website as saying that "after experiencing the product firsthand, Brooklyn Water Bagel brought back childhood memories—one bite and I was back in Brooklyn."
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Brooklyn Water Bagel is expected to open in the former Koo Koo Roo space at 262 S. Beverly Drive by next November.
According to CEO Steve Fassberg, King's "Brooklyn roots, his business savvy and his passion for promoting a healthy lifestyle made it a natural fit with our core mission."
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King, a Beverly Hills resident, will play a key role in promoting the company in print, radio and Internet ads. The Beverly Hills location will serve as a prototype for regional franchises, Fassberg said. A West Hollywood location is being planned along with 25 more stores over the next three years throughout Los Angeles County.
Founded in 2009 in Delray Beach, Fla., the Original Brooklyn Water Bagel Co. owns a 14-stage patented water technology process to create "Brooklynized" water, which is used in all the company's products, not just its bagels. The Brooklynized water is also bottled and available for purchase.
