URBAN eat extends speciality offering and launches new ‘road signage’ POS
URBAN eat, Food Partner’s £50m Food to Go brand, has unveiled a new range of Halal and Gluten Free sandwiches designed to meet the evolving dietary requirements of UK consumers.
The new Halal range, created with the ‘modern Muslim consumer’ in mind, features five sandwiches, Chicken Mayo & Sweetcorn, Tuna Mayo & Sweetcorn, Free Range Egg Mayo & Cress, Cheddar & Tomato and Chicken Salad, all approved by the Halal Food Authority.
URBAN eat’s two new Gluten Free sandwiches, Chicken & Slow Roasted Tomato and Irish Mature Cheddar Cheese with Red Onion Relish (no mayo), offer coeliac or wheat intolerant consumers access to sandwich varieties without any compromise on quality or flavour, according to the company.
Category marketing manager Ben Smeal explains: “We know that both of these sectors are in growth and that traditionally the choice in good quality Halal and Gluten Free sandwiches has been quite limited, so we set about creating ranges that catered to these dietary aspects but still delivered on taste.
“In addition, we have tried to reflect wider consumer choice in the ranges by including versions of some of the UK’s best selling varieties of sandwich.
“Muslim consumers have not traditionally had access to a particularly wide choice of high quality, ready to eat sandwiches and we identified an opportunity to design a bespoke range that not only meets their dietary requirements but also tastes great.”
Meanwhile, Food Partners has unveiled a new range of point of sale material for the brand. Building on the brand’s credentials, the new POS uses iconic British road and transport signage overlaid with graffiti style messaging to tempt consumers to ‘stop and enjoy’ or ‘take a tasty diversion’.
Food Partners is offering three standard point of sale packages, based on the size and scale of its customers’ outlets, which have been created to bring some real theatre to the food to go fixture.
Brand Manager Isla Biggin explains: “We have enjoyed incredible success with the brand since we launched last August. However, it is important that we continue to build on the momentum by bringing something fresh and exciting to our offering.
“The new POS has great stand-out and is really different to anything our competitors are doing. I am confident it will become a real talking point that will help our customers to drive footfall and sales throughout the day.”