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Urban Eat new ‘simply satay-sfying’ chicken snacks

​Urban Eat

Urban Eat is growing its food-to-go portfolio with satay-inspired chicken snacks, designed for convenience, flavour and on-the-go eating.

Image: Samworth Brothers Food For Now
Andy Marino
By Andy MarinoJul 27, 2026
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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Urban Eat, the Samworth Brothers – Food For Now brand is launching a new high protein range of Chicken Satay Skewers.

The protein category is seeing strong momentum, with 28.6 per cent of servings now chosen for health reasons. The market is worth £33 billion and pre-family shoppers continue to be a key driver of category growth, with the category over-indexing with Millennials and Gen Z, highlighting its strong appeal among younger consumers.

Urban Eat’s new Chicken Satay Skewers are marinated in aromatic seasoning for 12 hours, then grilled, and are available in three pack formats, all with over 30 per cent shopper purchase intent:

“Chicken is ruling the roost in Front of Store Chilled Snacks and our new Chicken Satay Skewers are set to make their mark in chillers up and down the country,” said Wayne Greensmith, Head of Customer Marketing at Samworth Brothers Food For Now.

wayne greensmithurban eatsamworth brotherschicken satay skewers

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