Urban Eat taps into breakfast and beyond with relaunched range

Urban Eat is activating a bold refresh campaign this autumn, to promote its wider and improved range. Available now, the move is designed to broaden the times of day consumers on the go access the brand to include breakfast, and any other moment hunger strikes.

The relaunch follows Urban Eat actively listening to its trade customers on what they need to sell more, with packaging improvements made to elevate its appeal, and increase the range’s "shoppability" at the fixture.

The refresh includes updated recipes and fillings across the portfolio, delicious new flavours, bigger eats, salads and pasta pots, and a wider breakfast offering, extending Urban Eat’s consumption occasions outside its lunchtime stronghold. The packaging is also now 100% recyclable, with a bigger window and improvements to the design to help with merchandising and make it easier to shop.

“Our customers spoke, and we listened. Everything we have improved comes directly from their feedback, and we are set to drive footfall and loyalty with the changes we have made," said Wayne Greensmith, Head of Customer Marketing at Fresh Food For Now Company, owner of the Urban Eat brand. "The refresh also comes following our 2021 brand relaunch; since then, we have kept up momentum, continuously making improvements to recipes, range and packaging. This is a demonstration of our commitment to working closely with our valued customers, into 2023 and beyond. We’ve got a lot more planned, so watch this space!”

Retailers can contact the Fresh Food For Now Company sales team on 0116 236 1640 or email hello@foodfornow.co.uk. Alternatively, submit a request via the Urban Eat website: urbaneat.co.uk.