URBAN eat unveils fresh look and biggest ever launch

URBAN eat is relaunching its popular Food to Go range including new ranges and a striking new look – offering ‘Food with Attitude’ to consumers and its best ever tasting range.

The £120million brand is introducing new recipes and flavours, including new Street Food and Deli ranges which aim to capitalise on the latest food trends and broaden its appeal in a variety of channels. Ahead of the relaunch, URBAN eat conducted extensive consumer research and benchmarking to ensure the new range met the needs of modern consumers.

The brand refresh will be supported by significant investment across a multi-channel campaign including print, digital and social advertising, in-store activations, sampling and influencer marketing.

There are now four distinct ranges:

URBAN eat Core – all the URBAN eat favourites and classic flavours, plus a new premium range and a CQUIN-compliant light range to cater for those looking for healthy options under 400 calories. The range also includes more salads than ever before to accommodate growing demand and a range of vegetarian, vegan, gluten free and halal products

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 the 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 innovative and flavoursome products inspired by the latest food trends, including Bacon naan, Vegan Bean Burrito and Mozzarella & Tomato topped Flatbread

URBAN eat Roots – the popular range of vegetarian & vegan sandwiches and wraps with punchy flavours and quirky names – all approved by the Vegetarian society and benchmarked to make them tastier than ever

Wayne Greensmith, head of category marketing at Adelie Foods, says: “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.”

The key objectives of the campaign are to raise awareness of the URBAN eat brand, drive frequency of purchase and encourage bigger basket spends. The four new ranges aim to reduce complexity for shoppers, while hitting more mission needs from breakfast to lunch, and hot eats to snacking.

Sustainability has also played a key role in the new range. All the cardboard Urban eat uses is widely recyclable and is from managed renewable forests – with at least two trees planted for every tree used. In order to reduce food waste, 95% of the sandwich range now has a four-day shelf life.