Sandwich brand Urban Eat is tapping into the micro snacking category with a heat-to-eat food to go range.
Designed to be heated in pack in the microwave, or cooked in an oven or air fryer, the ‘Micro-Snacking’ range launches on 14th August.
Due to increasingly busy lifestyles, consumers’ on-the-go food missions have evolved outside of the lunchtime occasion and are shaped by such needs as saving time, satisfying hunger, and having a treat, claims the brand, noting that the micro snacking category has exceeded £133m in value, with a 20% penetration rate (Kantar).
Recognising the growing demand for food to go that can be enjoyed at any time of the day, Urban Eat has ensured the range appeals to a broad demographic and covers core day parts with several different flavours and formats. The range comprises Mexican Beef Burrito, Curried Chickpea Wrap, Three Cheese Panini, Cheese and Ham Panini, Spicy Chicken Panini, Tex Mex Chicken Panini, plus breakfast options Sausage Bap and Bacon Roll.
Wayne Greensmith, head of marketing at Urban Eat, says: “As a trusted brand known for our commitment to taste and quality, we are thrilled to take our portfolio to the next level, offering hassle-free hot options that perfectly align with the growing demand for delicious and satisfying, yet convenient, food.
“We’ve designed the range to provide our customer channels with options that will not only tempt consumers tastebuds but also provide a hot food option for sites that operate 24 hours. We hope the range will foster loyalty and drive repeat sales by ensuring customers keep coming back for more.”
The launch will be supported with in-store point-of-sale materials, including barkers and branded SRPs for easy merchandising and restocking.
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