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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.

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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