Urban Eat to launch new high protein snacking lines
Urban Eat, the Samworth Brothers – Food For Now brand that offers ‘Food to brighten your day when you’re on your way’ is making it even easier to reach protein goals on the go, with the launch of a new high protein range of Chicken Satay Skewers.
As health continues to shape food and drink purchasing decisions, the protein category is seeing strong momentum. With 28.6% of servings now chosen for health reasons and the market worth £33 billion, pre-family shoppers continue to be a key driver of category growth[1].
Shoppers are increasingly seeking convenient, nutritious snacks that support active lifestyles, with demand growing for filling, on-the-go options that deliver sustained energy. Chicken remains the leading protein within front-of-store chilled snacking, making it a key driver of the Food to Go fixture. The category also over-indexes with Millennials and Gen Z, highlighting its strong appeal among younger consumers.
Urban Eat’s new Chicken Satay Skewers are set to bring even more growth to the category. These tasty and nutritious chicken skewers are marinated in aromatic seasoning for 12 hours, grilled to perfection and will be available in three pack formats, all with over 30% shopper purchase intent[2]:
- Satay Skewers Snack Bag – the perfect sized snack bag, containing 7 delicious Satay Skewers and 8g of protein per bag
- Satay Skewers with a Sweet Chilli Dip – the best-selling dip option in the Food to Go market with 5 tender chicken skewers and 7g of protein per pack
- Satay Skewers Super-Sized – 10 tender chicken skewers in a bumper sized pack with 14g of protein per pack
Commenting on the launch, Wayne Greensmith, Head of Customer Marketing at Samworth Brothers Food For Now commented: “Chicken is ruling the roost in Front of Store Chilled Snacks and our new Chicken Satay Skewers are set to make their mark in chillers up and down the country. Perfect for both lunchtime occasions, afternoon snacking or even as a main in a meal deal – we know our customers, and their shoppers, are going to love them”.
The new Urban Eat Chicken Skewers launched on Saturday 25th July. The snacks will be supplied in vibrant shelf ready packaging and both printed and digital POS is available, helping customers market the new product. Operators can stock up on the new range by contacting the Food For Now sales team on 0116 504 6601 or emailing hello@foodfornow.co.uk.
[1] Worldpanel by Numerator, Usage, Total In-Home & Carried Out of Home Consumption, 52 w/e 17th May 2026
[2] Urban Eat Snacking Attest March 26 (sample size of 150 people, nat. rep sample but must have been convenience buyers and buyers of meat snacks)
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