Urban Eat goes back to its Roots

Available from today across out of home channels, the relaunched Roots from Urban Eat consists of two sandwiches: tangy Cheeze and Pickle with refreshing tomato and lettuce, and super-satisfying 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. Launching to tie in with Veganuary, Urban Eat will be supporting the launch with sampling activities, retailer point-of-sale media and an extensive social media campaign.

Abigail Nelson-Ehoff, brand manager for Urban Eat, said: “When designing the Roots proposition, we 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. Resonating with flexible meat reducers, as well as devoted meat excluders, increases our audience by 50%, which in turn offers a bigger commercial opportunity for us and our customers.”

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