Back to our ROOTS

Relaunched range from Urban Eat. is plant-based perfection.

Urban Eat. has successfully reintroduced its plant-based range, Roots, with a fresh look and tantalising NPD to entice sandwich lovers everywhere.

Launched 9^th January 2023 across OOH channels, Roots from Urban Eat. consists of two sandwiches:deliciously 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 Pestowrap 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.

Abigail Nelson-Ehoff, Brand Manager, Urban Eat. said: “Our research shows that 65% 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. 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%, 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.”

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