diff --git a/src/main/java/io/strimzi/kafka/bridge/http/HttpAdminBridgeEndpoint.java b/src/main/java/io/strimzi/kafka/bridge/http/HttpAdminBridgeEndpoint.java
index 9a0ef3d4..033be8a3 100644
--- a/src/main/java/io/strimzi/kafka/bridge/http/HttpAdminBridgeEndpoint.java
+++ b/src/main/java/io/strimzi/kafka/bridge/http/HttpAdminBridgeEndpoint.java
@@ -52,7 +52,7 @@ public class HttpAdminBridgeEndpoint extends HttpBridgeEndpoint {
      * @param context the HTTP bridge context
      */
     public HttpAdminBridgeEndpoint(BridgeConfig bridgeConfig, HttpBridgeContext context) {
-        super(bridgeConfig, null);
+        super(bridgeConfig);
         this.name = "kafka-bridge-admin";
         this.httpBridgeContext = context;
         this.kafkaBridgeAdmin = new KafkaBridgeAdmin(bridgeConfig.getKafkaConfig());
@@ -343,4 +343,4 @@ private static ObjectNode createPartitionMetadata(TopicPartitionInfo partitionIn
         root.set("replicas", replicasArray);
         return root;
     }
-}
\ No newline at end of file
+}
diff --git a/src/main/java/io/strimzi/kafka/bridge/http/HttpBridgeEndpoint.java b/src/main/java/io/strimzi/kafka/bridge/http/HttpBridgeEndpoint.java
index e76ada16..8ac367a3 100644
--- a/src/main/java/io/strimzi/kafka/bridge/http/HttpBridgeEndpoint.java
+++ b/src/main/java/io/strimzi/kafka/bridge/http/HttpBridgeEndpoint.java
@@ -5,7 +5,6 @@
 
 package io.strimzi.kafka.bridge.http;
 
-import io.strimzi.kafka.bridge.EmbeddedFormat;
 import io.strimzi.kafka.bridge.Handler;
 import io.strimzi.kafka.bridge.config.BridgeConfig;
 import io.vertx.ext.web.RoutingContext;
@@ -15,7 +14,6 @@
  */
 public abstract class HttpBridgeEndpoint {
     protected String name;
-    protected final EmbeddedFormat format;
     protected final BridgeConfig bridgeConfig;
     private Handler<HttpBridgeEndpoint> closeHandler;
 
@@ -23,11 +21,9 @@ public abstract class HttpBridgeEndpoint {
      * Constructor
      *
      * @param bridgeConfig the bridge configuration
-     * @param format the embedded format for consumed messages
      */
-    public HttpBridgeEndpoint(BridgeConfig bridgeConfig, EmbeddedFormat format) {
+    public HttpBridgeEndpoint(BridgeConfig bridgeConfig) {
         this.bridgeConfig = bridgeConfig;
-        this.format = format;
     }
 
     /**
diff --git a/src/main/java/io/strimzi/kafka/bridge/http/HttpSinkBridgeEndpoint.java b/src/main/java/io/strimzi/kafka/bridge/http/HttpSinkBridgeEndpoint.java
index 7987aeee..6c97ad4d 100644
--- a/src/main/java/io/strimzi/kafka/bridge/http/HttpSinkBridgeEndpoint.java
+++ b/src/main/java/io/strimzi/kafka/bridge/http/HttpSinkBridgeEndpoint.java
@@ -70,6 +70,7 @@ public class HttpSinkBridgeEndpoint<K, V> extends HttpBridgeEndpoint {
     private MessageConverter<K, V, byte[], byte[]> messageConverter;
     private final HttpBridgeContext<K, V> httpBridgeContext;
     private final KafkaBridgeConsumer<K, V> kafkaBridgeConsumer;
+    private final EmbeddedFormat format;
     private ConsumerInstanceId consumerInstanceId;
     private boolean subscribed;
     private boolean assigned;
@@ -85,9 +86,10 @@ public class HttpSinkBridgeEndpoint<K, V> extends HttpBridgeEndpoint {
      */
     public HttpSinkBridgeEndpoint(BridgeConfig bridgeConfig, HttpBridgeContext<K, V> context, EmbeddedFormat format,
                                   Deserializer<K> keyDeserializer, Deserializer<V> valueDeserializer) {
-        super(bridgeConfig, format);
+        super(bridgeConfig);
         this.httpBridgeContext = context;
         this.kafkaBridgeConsumer = new KafkaBridgeConsumer<>(bridgeConfig.getKafkaConfig(), keyDeserializer, valueDeserializer);
+        this.format = format;
         this.subscribed = false;
         this.assigned = false;
     }
diff --git a/src/main/java/io/strimzi/kafka/bridge/http/HttpSourceBridgeEndpoint.java b/src/main/java/io/strimzi/kafka/bridge/http/HttpSourceBridgeEndpoint.java
index 93a21475..49282f36 100644
--- a/src/main/java/io/strimzi/kafka/bridge/http/HttpSourceBridgeEndpoint.java
+++ b/src/main/java/io/strimzi/kafka/bridge/http/HttpSourceBridgeEndpoint.java
@@ -48,10 +48,11 @@ public class HttpSourceBridgeEndpoint<K, V> extends HttpBridgeEndpoint {
     private MessageConverter<K, V, byte[], byte[]> messageConverter;
     private boolean closing;
     private final KafkaBridgeProducer<K, V> kafkaBridgeProducer;
+    private String contentType;
 
     HttpSourceBridgeEndpoint(BridgeConfig bridgeConfig, EmbeddedFormat format,
                              Serializer<K> keySerializer, Serializer<V> valueSerializer) {
-        super(bridgeConfig, format);
+        super(bridgeConfig);
         this.kafkaBridgeProducer = new KafkaBridgeProducer<>(bridgeConfig.getKafkaConfig(), keySerializer, valueSerializer);
     }
 
@@ -59,7 +60,6 @@ public class HttpSourceBridgeEndpoint<K, V> extends HttpBridgeEndpoint {
     public void open() {
         this.name = this.bridgeConfig.getBridgeID() == null ? "kafka-bridge-producer-" + UUID.randomUUID() : this.bridgeConfig.getBridgeID() + "-" + UUID.randomUUID();
         this.closing = false;
-        this.messageConverter = this.buildMessageConverter();
         this.kafkaBridgeProducer.create();
     }
 
@@ -106,6 +106,14 @@ public void handle(RoutingContext routingContext, Handler<HttpBridgeEndpoint> ha
         SpanHandle<K, V> span = tracing.span(routingContext, operationName);
 
         try {
+            String requestContentType = routingContext.request().getHeader("Content-Type") != null ?
+                    routingContext.request().getHeader("Content-Type") : BridgeContentType.KAFKA_JSON_BINARY;
+            // create a new message converter only if it's needed because the Content-Type is different from the previous request
+            if (!requestContentType.equals(contentType)) {
+                contentType = requestContentType;
+                messageConverter = this.buildMessageConverter(contentType);
+            }
+
             if (messageConverter == null) {
                 span.finish(HttpResponseStatus.INTERNAL_SERVER_ERROR.code());
                 HttpBridgeError error = new HttpBridgeError(
@@ -214,11 +222,11 @@ private int handleError(Throwable ex) {
     }
 
     @SuppressWarnings("unchecked")
-    private MessageConverter<K, V, byte[], byte[]> buildMessageConverter() {
-        switch (this.format) {
-            case JSON:
+    private MessageConverter<K, V, byte[], byte[]> buildMessageConverter(String contentType) {
+        switch (contentType) {
+            case BridgeContentType.KAFKA_JSON_JSON:
                 return (MessageConverter<K, V, byte[], byte[]>) new HttpJsonMessageConverter();
-            case BINARY:
+            case BridgeContentType.KAFKA_JSON_BINARY:
                 return (MessageConverter<K, V, byte[], byte[]>) new HttpBinaryMessageConverter();
         }
         return null;