urban eat

Urban Eat’s range of sandwiches

Adelie Foods is rolling out its Urban Eat sandwiches across all Booker outlets.

Some 40 products, including three new halal and two new gluten-free sandwiches, will be available across Booker’s franchises.

The range will feature as part of a meal deal offering a sandwich, snack and soft drink for £4 or less.

This follows a successful trial across 27 convenience stores.

“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,” said marketing director John Want.

This comes as Booker plans to tap into the food-to-go market and the familiarity of the Urban Eats brand.

Adelie is also backing the products through PoS materials, regular brand promotions and planograms.

“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,” added Want.

“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.”

Adelie Foods has five manufacturing sites and seven distribution centres, and supplies foodservice and retail customers with over three million sandwiches and 250,000 salad packs a week.