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Back to their roots: Urban Eat. relaunches plant-based range

Back to their roots: Urban Eat. relaunches plant-based range
Andy Marino
By Andy MarinoJan 09, 2023
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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Food to Go brand Urban Eat is reintroducing its plant-based range, Roots, with a fresh look and NPD to entice sandwich lovers everywhere.

Launching today across OOH channels, Roots from Urban Eat. consists of two sandwiches: tangy Cheeze and Pickle with refreshing tomato and lettuce and Falafel and Houmous, complete with vegan mayonnaise and crunchy salad. The brand’s hugely popular Tomato and Pesto wrap is also part of the range, along with a delicious new option – zingy and moreish Spicy Bean.

The range has been carefully designed after extensive research and development from the brand to offer high-quality, delicious plant-based options that appeal to a broad range of consumers.

ROOTS Cheeze Pickle

“Our research shows that 65 per cent of people in the UK are reducing meat from their diets, but they’re not willing to compromise on taste and quality to do so," said Abigail Nelson-Ehoff, Brand Manager, Urban Eat. When designing the Roots proposition, we therefore knew we didn’t want to launch ‘just another vegan sandwich’ – it was important to us to create a lunchtime offering full of flavour and variety that appeals to a broader target audience than just those with a vegan diet. Resonating with flexible meat reducers as well as devoted meat excluders increases our audience by 50 per cent, which in turn offers a bigger commercial opportunity for us and our customers.

“And we’re confident we’ve created a range of plant-based perfection which does just that! What’s more, with our striking new packaging, customers will be able to identify us easily in the chiller and understand what we offer – food that’s plant-based and big on taste.”

Launching to tie in with Veganuary, Urban Eat. will be supporting the Roots launch with sampling activities, retailer point of sale media and an extensive social media campaign.

Retailers can stock up on Roots from Urban Eat. by contacting 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

abigail nelson-ehoffrootsurban eat

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