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Samworth Brothers-owned Urban Eat has added a new chipotle chicken burrito to its line-up of microwavable snacking options. The convenience food brand said the launch taps into consumer demand for more adventurous world food options, with research suggesting that Mexican will continue to be a trending cuisine in the UK through 2024. Urban Eat’s new chipotle chicken burrito is described as a one-touch, heat-in-pack solution for an easy and tasty on-the-go snack, offering a ‘smoky, spicy’ flavour profile and fun format. Research by Samworth Brothers highlights that food-to-go purchases are being driven by value and convenience more than ever, with missions shaped by clear emotional and rational needs such as saving time, satisfying hunger and indulging in a treat. The company's Smart Retail Solution, a self-contained food-to-go unit, was launched in October, aiming to help retailers maximise sales of its heat-to-eat micro-snacking range introduced this summer. Wayne Greensmith, head of customer marketing at Urban Eat, said: “We’ve been thrilled with the consumer and customer response to our microwave-snacking range and the results of our Smart Retail Solution trials”. He added: “The broad range of options and bespoke in-store unit allow our customers to offer delicious hot food in-store, without additional staff or training needed.”