Urban Fries named Best New Product Introduction 2025 by Out.of.Home Shops

Award for Urban Fries: our seasoned, crunchy fries have been crowned Best New Product Introduction of 2025 by Out.of.Home Shops! Out.of.Home Shops is a platform for foodservice professionals.

More choice, flavour and overall experience

Based on the criteria support, innovation and rate of sale, the jury of the Best New Product Introduction Award selected Urban Fries as the winner. And we are incredibly proud of that! This recognition shows that Dutch hospitality entrepreneurs are keen to offer their guests more choice, flavour and overall experience – including when it comes to fries.

In an interview with Out.of.Home Shops, Maartje Abrahams, Trade Marketing Manager Western Europe, and Saskia Hoogenboom, Product Marketing Manager at Farm Frites, talk about the development and launch of Urban Fries.

What market developments does this product introduction respond to?

Maartje:
“It taps into the growing popularity of street food and the increasing demand for distinctive, high-margin fries concepts within the foodservice sector. Research shows that trendsetting target groups such as Gen Z and Millennials are looking for more menu variation and bold flavours. Urban Fries fit this demand perfectly, as they are seasoned with paprika, chilli, onion and garlic.

“We also see that crunch is becoming increasingly important within the fries category. Thanks to their coating, Urban Fries have a robust appearance and stay hot and crispy for longer than regular fries. This also makes them ideal for delivery and takeaway. On top of that, they are 100% vegan, halal and gluten-free, appealing to a wide range of consumers. And now they’ve also been awarded Best New Product Introduction 2025!”

What challenges did you face during the development of this product?

Saskia:
“During development, the main focus was on flavour and crispiness. As both are achieved through the coating, that was where the biggest challenge lay. We wanted to develop a coating that not only adds extra crunch and a bold look, but also delivers the right flavour profile. To achieve this, we conducted extensive testing on seasoning, colour and crispiness.”

What surprising feedback from the market stood out to you?

Maartje:
“Earlier this year, we made a big impact at Horecava in the Netherlands, and it was fantastic to see how positively hospitality staff – especially those belonging to Gen Z and the Millennial generation – responded to Urban Fries. Many hospitality business owners visited our stand, and convinced by their own employees to start working with Urban Fries. That was the biggest compliment we could have received.”

How do you help your customers get excited about this product?

Maartje:
“We actively support our customers in how they position and present Urban Fries to their guests – from loaded fries recipes and matching sauces to menu visuals and presentation materials. This enables operators to truly differentiate with Urban Fries and get the most out of the product.

“In addition, at trade fairs and hospitality events we demonstrate just how easy the product is to use: ready in the fryer within three minutes and, thanks to the coating, staying hot and crispy for longer. This makes Urban Fries attractive not only for the guest, but also highly practical from an operational point of view in the kitchen.”

What would you like to say to operators who are still considering adding Urban Fries to their menu?

Maartje:
“Research shows that 85% of guests are willing to pay more for Urban Fries compared to regular fries. By choosing Urban Fries, you immediately increase your revenue potential within the fries category, improve your margins and add something genuinely unique to your menu.”

Curious about Urban Fries?

Request a sample and try them yourself!
Exclusively for foodservice professionals.