Sandwich brand Urban Eat plans to launch a new social media campaign targeting consumers via Twitter, Facebook and a new website.

Launched last year by parent company Food Partners, the brand currently turns over sales of around £50m, selling sandwiches, bagels, wraps, ciabattas, salads and prepared fruit in foodservice, hospitality, convenience and coffee outlets. The brand was initially targeted at university students, but Food Partners now aims to broaden its appeal by hosting various competitions and promotions online over the coming months.

Category marketing manager Ben Smeal said: “We set out to create a brand that would have appeal across a wide consumer base and while we initially focused our efforts on the university sector we have now secured extensive listings that have delivered phenomenal growth over the past 12 months.”

The company has also launched a range of halal and gluten-free sandwiches. “We know that both of these sectors are in growth and that, traditionally, the choice in good-quality halal and gluten-free sandwiches has been quite limited, so we set about creating ranges that catered to these dietary aspects, but still delivered on taste,” said Smeal.