Food to go brand Urban Eat is relaunching its entire range and teaming up with Kerryfresh in order to boost the value of the £100m+ brand.
Having launched in 2010, initially targeting the student market Urban Eat, brand-owner Adelie embarked on almost 12 months of consumer and retailer research has now reached an exciting new phase of its evolution.
Adelie’s UK Head of Marketing John Want explains: “We’ve made a significant investment in consumer research to help us understand which elements of the existing Urban Eat brand really resonate with consumers and to identify where we have the opportunity to drive further growth. We know that consumers are looking for convenient, tasty and inspirational food experiences influenced by key trends such as ‘Street Food’ and we have used that to shape the new foods we are introducing to the Urban Eat range.”
The products added to its premium ‘Posh Nosh’ range for spring, which include a Butter Kashmiri Chicken and King Prawn & Chorizo Duo Wrap Bag and Sweet Potato Falafel, Chimichurri topped Humous & Tabouleh Flatbread Salad.
At the same time as upping its food offering, Urban Eat has redefined its tiering to make it easier for retailers to manage stock and availability. The new range will include four tiers: premium ‘Posh Nosh’, Legends, Core and No Fuss, to ensure the brand can meet the needs of a wide range of Food to Go shoppers.
In addition to new look packaging, Adelie has signed a new distribution deal with Kerryfresh, meaning that Urban Eat will now be available to an additional 12,000 convenience retailers acrossGreat Britainfrom the beginning of April.
Want commented: “This is phenomenal news for Urban Eat that will, for the first time, enable us to achieve truly nationwide distribution in the chilled convenience sector through Kerry’s unrivalled customer base and delivery network.”
Richard Tyler, Kerry Foods’ Customer Marketing Controller, added: “Urban Eat is a fantastic fit for the Kerryfresh portfolio and we are very excited to be introducing such an established and credible brand to our already extensive product range.”
