Food-to-go brand Urban Eat has unveiled a new Urban Street range, which features a regularly-refreshed line-up of limited-edition products in popular global street food-inspired flavours.
The three items rolled out in chillers nationwide this month include a Thai Green Chicken Sandwich, a Korean Chicken Wrap, and a Chicken Shawarma Flatbread. These will be available for a three-month period, or until stocks run out, with a pipeline of further trios planned for each remaining quarter in 2025.
Urban Eat, which is part of Samworth Brothers’ portfolio including Ginsters and Higgidy, said it was tapping into the highly sought-after ‘limited time only’ releases which provide exclusivity and the ability to spark feelings of FOMO. These marked one of the biggest footfall drivers in the food-to-go category in 2024, it added.
Described as bold and aromatic, the Thai Green Chicken Sandwich sees Kalonji seeded bread filled with chicken in a zingy Thai-inspired sauce. Urban Eat noted that it was introduced in answer to the growing buzz and influence of Southeast Asian flavours.
The Korean Chicken Wrap also packs a punch, featuring chicken goujons and pickled slaw with gochujang ketchup and coriander mayo all wrapped up in a bar-marked tortilla. The company said it meets an increased interest in Korean recipes, with 23% of UK consumers saying they already eat Korean food at home (Mintel UK Menu Trends report from spring/summer 2024).
Lastly, the Chicken Shawarma Flatbread brings the warmth of Middle Eastern cuisines with shawarma spices-marinated chicken, pickled slaw, and a garlic chilli sauce packed into a folded flatbread. To be enjoyed either hot or cold, it adds even further value to retailers who want to spice up their heat-to-eat range, said Urban Eat.
Instead of the bright colour packaging of the brand’s core ranges, the new Urban Street range featured black and white, hand-drawn illustrations with cultural cues around each flavour.
“Consumers are looking for food experiences that transport them out of the ordinary, and world cuisine with its far-flung flavours is just the ticket,” commented Urban Eat brand manager Charlotte Assinder. “Through standout flavour combinations, eye-catching packaging design (and the added potential FOMO), Urban Street is perfectly placed to help our customers drive their food-to-go sales, appealing to consumers looking to spice up a mid-week lunch or meal on the move.”
The new range follows on from the limited-edition launches for Christmas by Urban Eat, including the Festive Feast and Festive Cheese sandwiches and the Festive Toastie.
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