Roots Urban Eat

Urban Eat has revamped its plant-based range, Roots, with a new look and expanded offering.

Launching 9 January 2023 across OOH channels, Roots from Urban Eat. consists of Cheeze and Pickle and Falafel and Houmous sandwiches (rrp: £3.49 - £3.69) and Tomato and Pesto Spicy Bean wraps (rrp: £3.59 - £3.79).

Launching to tie in with Veganuary, Urban Eat. will be supporting the Roots launch with sampling activities, retailer point of sale media and an extensive social media campaign.

Abigail Nelson-Ehoff, brand manager at Urban Eat. said: “Our research shows that 65% of people in the UK are reducing meat from their diets, but they’re not willing to compromise on taste and quality to do so. When designing the Roots proposition, we therefore knew we didn’t want to launch ‘just another vegan sandwich’ – it was important to us to create a lunchtime offering full of flavour and variety that appeals to a broader target audience than just those with a vegan diet. Resonating with flexible meat reducers as well as devoted meat excluders increases our audience by 50%, which in turn offers a bigger commercial opportunity for us and our customers.”