Can a piece of toast be a bagel? Can a waffle be a bagel? With its new “Bagel That” tool, the Philadelphia brand of Chicago- and Philadelphia-based Kraft Heinz Co. said they can. The tool helps cream cheese lovers punch holes in the middle of anything, instantly turning it into a “bagel.”

“People love spreading Philadelphia cream cheese on bagels, but what happens if you’re craving Philly and don’t have a bagel?” said Megan Magnuson, associate director of marketing for the Philadelphia brand. “We created a device to transform other food items into bagels. Have toast? Bagel That. A waffle? Bagel That. Even a tortilla? Bagel That, too.”

The limited-edition “Bagel That” devices are available directly through for $10, Kraft Heinz said. Visit to see the tool in action.