Urban Eat snacking range in packaging

Source: Urban Eat

Sandwich brand Urban Eat is expanding its food-to-go portfolio with a heat-to-eat snacking range.

The line-up, which rolls out from 14 August, includes a Mexican Beef Burrito, Curried Chickpea Wrap, Three Cheese Panini, Cheese & Ham Panini, Spicy Chicken Panini, and Tex Mex Chicken Panini. There are also breakfast options in the form of a Sausage Bap and Bacon Roll.

All are designed to be heated in pack in the microwave, cooked in an oven or air fryer.

The range has been created to tap into consumers’ increasingly busy lifestyles and offers what Urban Eat describes as an ‘affordable alternative’ to hot food in restaurants and takeaways for individuals looking for a work from home lunch or those looking to grab something quick on a commute. It adds to the growing microwave snacking category which is worth £133m [Kantar 52 w/e 19 March 2023].

“We are thrilled to take our portfolio to the next level, offering hassle-free hot options that perfectly align with the growing demand for delicious and satisfying, yet convenient, food,” said Wayne Greensmith, head of marketing at Urban Eat.

“We’ve designed the range to provide our customer channels with options that will not only tempt consumers tastebuds but also provide a hot food option for sites that operate 24 hours. We hope the range will foster loyalty and drive repeat sales by ensuring customers keep coming back for more.”

Urban Eat, which is part of the Fresh Food For Now Company following an acquisition by Samworth Brothers in 2020, has invested in its NPD pipeline. Recent additions include sub rolls, a relaunched Roots vegan range, and a venture into the breakfast market with the likes of bacon sandwiches.