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Sandwich brand Urban Eat celebrates 10th birthday with announcement of new owner

14th Oct 2020 - 11:41
urban eat sandwich samworth brothers acquisition
One of the UK’s leading sandwich brands, Urban Eat, is celebrating a decade of successful business this month and marking the milestone with the news of its acquisition by quality chilled and ambient food manufacturer Samworth Brothers.

The brand now forms part of Samworth’s Fresh Food For Now Company offer, which manufactures and supplies market-leading names in food-to-go, such as Ginsters and Soreen, to the independent, travel, convenience, contract catering and food service channels.

The current range available through Fresh Food For Now Company comprises Urban Eat’s most popular sandwiches and wraps, in addition to its meat-free portfolio ‘Roots’.

The brand has also reinstated a selection of hot products, including paninis and toasties, which are supplied in ovenable film. Lifestyle products including light choice and gluten-free have also returned.

A spokesperson for Fresh Food For Now Company said: “We are delighted to have acquired such a well-respected brand which has been a staple of the food-to-go sector for an impressive ten years.

“With the addition of Urban Eat to our portfolio, Fresh Food For Now Company is now the one-stop-shop for every food-to-go outlet in the UK, especially as the sector gets back on its feet.

“Bringing Urban Eat on board is just the beginning. We’re busy making exciting plans for the future of the brand, so watch this space.”

Operators can contact the Fresh Food For Now Company sales team on 0116 236 1640 or email Alternatively, submit a request via the Urban Eat website:


Written by
David Foad