Booker wraps up Urban Eat sandwich deal

Urban Eat sandwiches

Following a successful trial across 27 convenience stores, sandwich brand Urban Eat is being made available to all Booker franchise outlets.

The new partnership mean fresh sandwiches can be delivered direct to stores across the Booker estate, with sale or return included.

Some 40 Urban Eat products will be available, including on-trend additions such as Chicken Tikka Bhaji, three new halal and two gluten-free sandwiches. All will be presented in brand new Urban Eat packaging, launched in May. The brand is also offering a meal deal offer of an Urban Eat sandwich, snack and soft drink for £4 or less.

John Want, Marketing Director of brand owner Adelie Foods, said: “We’ve seen really positive results in the trial, with some stores reporting growth of 25%. We’re equipped with 230 vehicles around the country that are able to deliver directly to store to regularly meet the demand for fresh Food to Go.”

Adelie Foods is providing full product support through point of sale materials, planograms and regular brand promotions.

John Want, Adelie’s Marketing Director, added: “This partnership represents a huge deal for Adelie Foods. We’ve identified a clear need for a quality FTG offer in Convenience and have worked for the past year in ensuring the Urban Eat brand and our delivery model is fit for independent retailers. Recognising their forward thinking and leadership in the channel, we’re delighted to be working with Booker and their partners on accelerating FTG growth across the estate.”