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August 7, 2020

Samworth Brothers buys Urban Eat brand from defunct Adelie Foods

Samworth Brothers, one of the UK's largest suppliers of food-to-go products, has acquired a brand in the category.

By Dean Best

Samworth Brothers, one of the UK’s largest suppliers of food-to-go products, has picked up the Urban Eat sandwich business from the now defunct Adelie Foods.

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Leicester-based Samworth Brothers, which operates in the branded and private-label segments, would not disclose the price tag for the Urban Eat line.

Food-to-go business Adelie Foods called in administrators in May after Covid-19 wrecked havoc on its sales. In June, the appointed administrator, Deloitte Touche, said it could not find a buyer for Adelie as a “going concern”. Rival businesses Bakkavor and Greencore, both present in private-label, had reportedly been approached by Adelie as potential buyers. Those firms declined to comment at the time.

Samworth Brothers said in a statement: “Samworth Brothers has acquired the Urban Eat brand from the administrators of Adelie Foods Ltd. and  Adelie Hold Co. UK. Samworth Brothers already has a good presence in food-to-go. This gives us the opportunity to develop our proposition further.”  

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Free Report
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How is technology having an impact on Consumer buying behavior?

As the world rapidly becomes more connected, it is important for brands to understand the impact that improved technology is having on consumer purchasing behaviors. To react effectively, brands must know how to engage with increasingly digitally savvy consumers. GlobalData’s latest Trend Tracker report provides an analysis of Digital Lifestyles – one of GlobalData's top consumer trends for 2022. The report includes an overview of how digital lifestyles are evolving, including the significant impact that the COVID-19 pandemic had on accelerating digitalization, and how this trend is emerging across different Consumer sectors. Key features included in the report:
  • A breakdown of the trend’s prominence across sectors
  • Insights into consumer online penetration, preferred electronic devices and engagement
  • The key drivers and challenges impacting the digital lifestyles trend
  • A spotlight on key innovations set to reshape the consumer landscape
  • Analysis of what’s next for digital innovations and how brands can leverage the trend
Download this report to keep in touch with the more digital consumer.
by GlobalData
Enter your details here to receive your free Report.

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