Urban Eat is undergoing a major makeover this summer that will see it go back to its urban roots to offer “the best on-shelf appeal in the market”.

Led by extensive consumer and category research, the entire Urban Eat range has been overhauled with a cohesive, colourful packaging design that plays on the brand’s heritage featuring a city skyline front of pack.

The relaunch also includes a selection of new and ‘best ever’ products and is being supported by an online promotion ‘Urban (b)eat’ which will run for three months.

The core Urban Eat range will benefit from on-trend additions such as Chicken Tikka Bhaji, three new halal and two gluten-free sandwiches, as well as four toasties. The activity will see product improvements and new lines added to the full Urban Eat portfolio, including Posh Nosh, No Fuss, eat better and Roots.

The new Urban Eat products will be available to retailers nationwide from August 21, supported by comprehensive point of sale materials and planograms.

Urban (b)eats will run for 13 weeks from the September 1, offering more than 300 tech and music prizes including Spotify and iTunes vouchers, vinyl decks and Beats headphones. 

John Want, marketing director at Adelie Foods, comments: “This relaunch is one of our biggest campaigns to date, and we are confident it will unlock massive sales opportunities for retailers across the UK. We’ve invested heavily to ensure we are bringing the best ever Urban Eat selection to market – from packaging, to the addition of on-trend variants and improved taste across the entire portfolio. Our extensive pre-launch research revealed our design refresh as consumers’ first choice versus the nearest competitors for on-shelf appeal (Relish Research Autumn 2016), and product quality that was consistently on a par with high street operators.

“We recognise that this is an important time for the Food to Go market. With more on offer than ever before consumers are changing their shopping habits - in particular there has been a rise in earlier lunchtimes (from 11am) and the purchase of lunch options in the morning (Kantar/Relish/NPD Crest 16/17). Therefore, getting the early offering right and stocking a strong range of trusted, quality sandwiches such as Urban Eat is key. Consumers will always pay more for superior taste.”