munch food to go range

Adelie Food’s Urban Eat brand has lost its contract with WH Smith after almost two years, as the retailer partners with Cranswick Food and Fresh to Store for a new on-the-go food brand.

The Munch brand, rolling into WH Smith exclusively this week, comprises more than 70 products ranging from sandwiches and grain salads to flatbreads, including gluten-free and ‘healthier’ options (rsp: £1.80-£3.95).

The portfolio, which is being stocked across the retailer’s airport, rail and hospital estate of more than 400 stores, also includes hot options for WH Smith’s cafés.

Replacing Adelie’s Urban Eat offering, which had been on shelves just short of two years, Munch is positioned as a “quality proposition” and reflected the businesses’ “driving ambition” for the food-to-go category, said Wayne Greensmith, marketing controller for on-the-go food at Cranswick. He predicted Munch would become a £50m brand by the end of 2017. “This is a significant deal for Cranswick and, together with WH Smith and Fresh to Store, we look forward to taking a collaborative approach to developing innovative products and formats.”

Adelie, which restructured its management team in April following a challenging year with growth slowing and the loss of a Sainsbury’s contract to rival Greencore, said it had “exciting plans for Urban Eat”.These would replace the lost volume over time, head of marketing John Want told The Grocer.

Urban Eat would benefit from the brand’s biggest autumn promotion to date, Want added.