Adelie Foods’ Urban Eat brand has updated its range with a new look and new products.
It has introduced new recipes and flavours, including Street Food and Deli ranges designed to capitalise on current food trends and broaden its appeal.
The brand now comprises four distinct ranges:
- Urban Eat Core – favourites and classic flavours, plus a new premium range and a light range to cater for those looking for healthy options under 400 calories
- Urban Eat Deli – a mix of coffee shop-inspired hot and cold deli products such as toasties and paninis, tapping café culture
- Urban Eat Street – a new collection of products inspired by food trends, including Bacon Naan, Vegan Bean Burrito and Mozzarella & Tomato-topped Flatbread
- Urban Eat Roots – vegetarian & vegan sandwiches and wraps approved by the Vegetarian Society.
The brand refresh will be supported by a marketing campaign including print, digital and social advertising, in-store activity, sampling and influencer marketing.
Urban Eat said the key objectives of the campaign would be to raise awareness of the brand, drive frequency of purchase and encourage bigger basket spends.
It has also placed emphasis on sustainability, with all the cardboard on its packaging being widely recyclable and from managed renewable forests. To reduce food waste, 95% of its sandwich range now has a four-day shelf life, it said.
“We may already be the UK’s biggest sandwich brand, but with this relaunch we believe we can deliver strong growth for our customers and bring our products to more people than ever before,” said Wayne Greensmith, head of category marketing at Adelie Foods.
“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.”