Food-to-go brand Urban Eat is looking beyond its lunchtime heartland with a recipe and packaging refresh.
The brand, which is owned by the Fresh Food For Now Company, is hoping to broaden the times of day consumers pick up its products and tap the breakfast market.
Urban Eat said it had been listening to its trade customers about what would help them sell more product, with packaging improvements made to boost the appeal of the brand on the fixture.
“Our customers spoke, and we listened,” said Fresh Food For Now Company customer marketing head Wayne Greensmith.
“Everything we have improved comes directly from their feedback, and we are set to drive footfall and loyalty with the changes we have made.”
The refresh includes updated recipes and fillings across the portfolio, including salads and pasta pots, and a wider breakfast offering.
The packaging is also now 100% recyclable, with a bigger window and improvements to the design to help with merchandising.
Originally owned by Adelie Foods, Urban Eat was acquired by Samworth Brothers after Adelie entered administration in May 2020.
Later that year Urban Eat joined Samworth’s Fresh Food For Now Company, the division that manufactures and supplies food-to-go products, including brands Ginsters and Soreen, to independent, travel, convenience, contract catering and foodservice channels. In 2021, the brand was relaunched with a bold new look.
“The refresh follows our 2021 relaunch,” said Greensmith. “Since then, we have kept up momentum, continuously making improvements to recipes, range and packaging. This is a demonstration of our commitment to working closely with our valued customers, into 2023 and beyond.”
In July this year Urban Eat unveiled a new range of sub roll sandwiches featuring a ‘new, improved’ roll that is larger and softer than before and is also glaze-topped.
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