PRESS RELEASE

Leading Food to Go brand launches first URBAN ‘pop-up'

Food to Go brand URBAN eat will be making its pop-up store debut at the Edinburgh Festival Fringe when it opens its first dedicated retail outlet at one of the festival's major venues later this month.

The URBAN eat store, which will be situated at the heart of the city centre in the Gilded Balloon Garden, will be open for the duration of the event operating from nine in the morning well into the early hours to cater for late night festival goers looking for a contemporary alternative to traditional fast food options.

The pop-up will be run by the Edinburgh University Student Association, one of URBAN eat's largest customers in the education sector, and it will be stocking a full range of handpicked hot and cold eating products from the brand's extensive portfolio of sandwiches, salads, pastries, snack pots and prepared fruit.

URBAN eat's Head of Marketing John Want comments: "The Edinburgh Festival Fringe is the largest arts festival in the world and we are incredibly excited to have the opportunity to open the first ever URBAN eat pop-up right at the epicentre of the event.

"Almost two million show tickets were issued in 2013 and organisers are predicting that interest will be at a similar level this year giving us a fantastic opportunity to showcase URBAN eat to a whole new audience and of course to engage directly with those consumers who are already fans of the brand.

"Art is very much at the heart of the URBAN eat brand and is something that we have always reflected in our packaging design which has been created by our own artist in residence Sue George using traditional potato printing techniques. We would like to do much more in this area so Sue and her team have created a fantastic pop-up design for us which marries our brand identity with the medieval theming of the Gilded Balloon Garden."

The £100m+ URBAN eat brand, which has over 50,000 facebook fans, is owned by leading chilled Food to Go manufacturer Adelie Foods and enjoys extensive listings across the convenience retail, travel and contract catering sectors.

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For further information please contact Sarah Oakes, Thorpe PR, 07968 314426