Urban Eat is relaunching its food-to-go range with a host of NPD and an updated look promoted using the slogan: ‘Food with Attitude’.
As well as introducing new recipes and flavours, Urban Eat is also bringing two ranges: Street and Deli, to market for the first time.
The entire portfolio will be supported by a multi-channel campaign, which equates to a £5m marketing push for the brand over the next three years. This includes print, digital and social advertising, in-store activations, sampling and influencer marketing.
The Urban Eat portfolio now consists of the following four ranges:
Urban Eat Core – This line-up includes the brand’s best sellers and classic flavours, plus a new premium range and a light range to cater for those looking for healthy options with fewer than 400 calories. The range also includes more salads and a series of vegetarian, vegan, gluten free and halal lines.
Urban Eat Deli – A broad mix of coffee shop-inspired hot and cold deli products, tapping into café culture. Products include classic toasties and paninis, new additions such as a smoked salmon & cream cheese bagel, and a range of hot boxes in addition to cold eat sandwiches and salads.
Urban Eat Street – A new collection of street food-style products, inspired by the latest food trends, that features flavour combinations from around the world such as a bacon naan, vegan bean burrito and mozzarella & tomato topped flatbread.
Urban Eat Roots – The brand’s range of vegetarian and vegan flavoured sandwiches and wraps now claims to offer an even better taste. All products feature quirky names and are approved by the Vegetarian Society.
Commenting on the relaunch, Wayne Greensmith, head of category marketing at brand owner Adelie Foods, said: “We may already be the UK’s biggest sandwich brand, but with this relaunch we believe we can deliver strong growth for our customers and bring our products to more people than ever before. Every product in the range has been benchmarked to make it our tastiest range ever - we’ve already had fantastic customer feedback.
“The relaunch meets the needs of the evolving food to go market. This shines through with our refreshed packaging and simplified ranges that standout on shelf, while the new products allow us to have a portfolio that can flex around changing consumer missions, appealing to a wider demographic of consumers and reflecting modern food trends.”
Urban Eat is hoping its 2019 campaign and updated range of products will help stores drive sales and raise awareness of the brand across the retail sector.
The relaunch of Urban Eat’s food-to-go range also focuses on sustainability. All the cardboard used to package the brand’s products are widely recyclable and sourced from managed renewable forests.
In addition, 95% of Urban Eat’s sandwiches now have a shelf life of four days which helps to reduce food waste and gives retailers more stocking options.
The rebranded and expanded Urban Eat range will be available to convenience stores from 19 August. The portfolio now include more than 200 products.
For more information and for distribution advice, retailers can contact the Urban Eat sales team on 0333 003 7843 or email urbaneat@adeliefoods.co.uk.
Watch the video below to see some of the new products in more detail:
