Food-to-go brand Urban Eat. has launched “Urban Street”, a regularly-refreshed range of limited-edition products in street-food inspired, global flavours. The first three NPD will land in chillers across the UK on 22 January and will be available across the quarter – or until stocks run out.
Tapping into highly sought-after “limited time only” releases – which marked one of the biggest footfall drivers in the food-to-go category in 2024 for its exclusivity and ability to spark feelings of FOMO, the new trio kicks off a pipeline of Urban Street products launching every quarter in 2025, all available for just three months at a time.
The debut line-up includes the bold and aromatic Thai Green Chicken sandwich, introduced in answer to the growing buzz and influence of Southeast Asian flavours. Packed with succulent chicken in a zingy Thai-inspired sauce on Kalonji seeded bread, it offers a taste of Thailand while on the move.
The flavour-filled Korean Chicken wrap also packs a punch; tender chicken goujons and pickled slaw with gochujang ketchup and coriander mayo all wrapped up in a bar-marked tortilla, it meets an increased interest in Korean recipes, ingredients and books that have seen rising popularity for their taste and creativity, with 23 per cent of UK consumers saying they already eat Korean food at home.
Finally, the Chicken Shawarma flatbread brings the warmth of Middle Eastern cuisines with marinated chicken in shawarma spices, pickled slaw and a garlic chilli sauce, packed into a folded flatbread. Enjoyed both hot or cold, it adds even further value to retailers who want to spice up their heat-to-eat range.
Designed to draw the eye in the chiller, the Urban Street selection stands apart from the bright colour packaging of the core brand portfolio, instead featuring striking black and white, hand-drawn illustration with cultural cues around each flavour.
“Consumers are looking for food experiences that transport them out of the ordinary, and world cuisine with its far-flung flavours is just the ticket,” said Brand Manager Charlotte Assinder. “The first three launches in our Urban Street range offer a selection of popular street food-inspired options, with the added excitement of a limited time only release.
“Through standout flavour combinations, eye-catching packaging design (and the added potential FOMO!) Urban Street is perfectly placed to help our customers drive their food-to-go sales, appealing to consumers looking to spice up a mid-week lunch or meal on the move.”
