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Everyday good food with attitude from Urban Eat

Urban Eat, the UK’s number one sandwich brand, relaunched its popular Food to Go range last year offering ‘Food with Attitude’ with its best ever tasting range to schools and colleges. 

The £120million brand introduced 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. 

Urban Eat logos

There are now four distinct ranges available for schools: 

Urban Eat Core – all the Urban Eat favourites and classic flavours, plus a new premium range and 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: “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. It’s important for schools to stock the right range of products for their pupils. Our best sellers include the BLT, All Day Breakfast and Cheddar Ploughman’s, which shows that classic sandwich combinations still appeal to consumers. 

“Not having a vegan offering is no longer an option. Outlets must stock up on quality lighter and vegan options to keep up with shopper demand and expectation. Veganism is now a mainstay eating choice rather than a trend and in fact, vegans and vegetarians are set to make up a quarter of the UK population in the next five years, which is why we continue to innovate and grow our popular Roots range.” 

Sustainability is also a key objective for us.  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. 



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