Food-to-go brand Urban Eat is expanding its core range with 10 new sandwiches, wraps and hot eats.
The business said it used market insight to elevate its portfolio with some of the nation’s favourite breakfast and lunchtime combinations.
Catering to ‘breakfast-in-a-rush mornings’ are a Sausage & Egg Sandwich and an All Day Breakfast Triple, the latter of which comprises a trio of sausage and egg mayo, bacon and ketchup, and free range egg mayo sandwiches.
Also being launched are a Chicken & Stuffing sandwich, a Chicken & Bacon Panini (to be served hot for a warming option as summer turns to autumn), and a vegetarian-friendly Ploughman’s Sub filled with Red Leicester cheese, tangy pickle, tomato and lettuce.
Noting that the wrap category is growing significantly ahead of the market – something our sandwich trends feature also recently highlighted – Urban Eat has rolled out a Sweet Chilli Chicken Wrap and a Chicken & Bacon Wrap. These, it said, ensure its wrap range covers the top 5 market leaders for fillings.
Tripling down on Chicken & Bacon is a new toastie variant, topped with Cheddar cheese. The brand is also looking to expand its offerings to appeal to a wider range of budgets by unveiling two simple but more affordable toasties: a Ham & Cheese and Cheese & Tomato (both use mozzarella).
“At Urban Eat we continue to innovate and evolve our product range to meet the ever-changing demands of consumers,” said brand manager Charlotte Assinder. “These exciting new products now mean we can now provide our retailers with all the UK’s best-loved flavours that deliver on the great taste, quality we’re known for.”
Launching at retailers and foodservice operators nationwide on 30 August, the new releases will be supported with in-store marketing and promotion across the brand’s social media channels. It follow hot on the heels of Urban Eat’s new heat-to-eat snacking range unveiled earlier this month
Urban Eat was acquired in 2020 by Samworth Brothers, with the group creating its Fresh Food For Now Company division shortly afterwards to manufacture and supply its portfolio of food-to-go products including Ginsters and Soreen brands.
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