The brand, which goes on sale from the middle of August, will bring a real point of difference to the market, offering consumers a comprehensive portfolio of over 100 handcrafted products, ranging from premium sandwiches to speciality hot eats.
Brand Manager Leon Mills explains: “URBAN eat really is a brand that has been created by the consumer for the consumer. We took the insights from extensive research and designed the range from the bottom up, focusing in particular on the buying habits of the market.
“In response we believe that we have designed a unique brand that will help consumers to create an ‘oasis’ in their day – a brief time out to refuel, reflect and relax.
“The URBAN eat range also caters for the trend away from set meal times towards snacking, along with the desire to enjoy a wide mix of flavours and cuisines without compromising on health, provenance or sustainability.
“Those insights have become the cornerstone of the URBAN eat brand, and are applied to all products in the range, which are free from artificial flavours, colours or sweeteners.
“We are confident that URBAN eat offers our customer base a very strong branded proposition with an unbeatable package of high quality products across a broad range of price points, that will help them to drive significant incremental sales growth.”
All URBAN eat products, including sandwiches, salads, fruit pots, hot eats or indulgent snacks, are presented in eye-catching environmentally friendly packaging, colour coded to make it easy for consumers.
URBAN eat is manufactured and distributed exclusively by the Food Partners Group.