Sandwich brand Urban Eat has joined Samworth Brothers’ Fresh Food For Now Company.
The division manufactures and supplies food-to-go products, including brands Ginsters and Soreen, to independent, travel, convenience, contract catering and foodservice channels.
It comes as the brand celebrates its 10th anniversary and follows its acquisition by Samworth Brothers in August. Urban Eat was previously owned by Adelie Foods but the firm entered administration in May after suffering a “significant adverse effect” due to coronavirus and consequent lockdown, resulting in nearly 2,200 employees being made redundant.
The current range available through Fresh Food For Now Company comprises Urban Eat’s most popular sandwiches and wraps, as well as its meat-free portfolio Roots.
It has also reinstated a selection of hot products, including paninis and toasties, which are supplied in oven-safe film. Lighter options under the Light Choice sub-brand and gluten-free options have also returned to shelves.
“We are delighted to have acquired such a well-respected brand which has been a staple of the food-to-go sector for an impressive 10 years. With the addition of Urban Eat to our portfolio, Fresh Food For Now Company is now the one-stop-shop for every food-to-go outlet in the UK, especially as the sector gets back on its feet,” said a spokesperson for Fresh Food For Now.
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