URBAN eat Seals Tasty Tie-Up With Booker

Adelie Foods joins forces with Booker to make URBAN eat the sandwich brand of choice in convenience

Following a successful trial across 27 convenience stores, the sandwich brand URBAN eat is now being made available to all Booker franchise outlets. The new partnership will mean fresh, high-quality sandwiches can be delivered direct to stores across the country. With sale or return included too, it’s an even more mouth-watering prospect for convenience stores.

Some 40 URBAN eat products will be available, including on-trend additions such as Chicken Tikka Bhaji, three new halal and two gluten-free sandwiches. All will be presented in brand new URBAN eat packaging, launched in May and already proving consumers’ first choice versus the nearest competitors for on-shelf appeal. The brand is also offering a compelling meal deal offer; an URBAN eat sandwich, snack and soft drink for £4 or less.

John Want, Marketing Director of Adelie Foods, said “We’ve seen really positive results in the trial, with some stores reporting growth of 25%. We’re equipped with 230 vehicles around the country that are able to deliver directly to store to regularly meet the demand for fresh Food to Go.”

Booker wants to become known as a destination for the increasingly important Food to Go (FTG) market and this partnership provides the quality, appeal and brand familiarity consumers are looking for in convenience offers.

That belief is based on some compelling figures. According to Adelie Foods’ research, known brands are important to the convenience sector as they provide trust and cues for quality in an otherwise fragmented offer. That’s why some 89% of shoppers on a food-to-go (FTG) mission are looking to buy a brand. And price is not really an issue either. The research shows a well-priced quality offer beats cheap local sandwiches as well, with 55% saying they would buy a quality offer priced between £2 and £3 while 42% say they would never buy a local sandwich costing 99p.

John Want, Marketing Director at Adelie Foods, added: “This partnership represents a huge deal for Adelie Foods. We’ve identified a clear need for a quality FTG offer in Convenience and have worked for the past year in ensuring the URBAN eat brand and our delivery model is fit for independent retailers. Recognising their forward thinking and leadership in the channel, we’re delighted to be working with Booker and their partners on accelerating FTG growth across the estate.”

Source: Adelie Foods

  Adelie Food, Booker, Food to Go, John Want, Market, partnership, Sandwiches, Snacks, URBAN eat