NEW YORK CITY, NY - Eataly has entered the increasingly-competetive convenience category.

Founded by Oscar Farinetti and brought to the U.S. with partners Mario Batali and Lidia and Joe Bastianich, this brainchild has become known as the "Disney of food," and it's not enabling consumers to take home its culinary creations, launching the grab-and-go meal concept Eataly Pronto.

Pronto is currently only available in the chain's premier U.S. location of Manhattan, but should be spotted in other Eataly locations down the road, a representative of the company told Eater.

Currently, Eataly Pronto is available in the store’s standalone refrigerator with a number of salads and sandwiches, according to the news source. All items are priced between $6 and $13; Eater points out that side salads, like one made with beets and ricotta salata, are priced around $6.

Pronto’s prices are comparable to lunch options at other grab-and-go chains such as U.K.-born chain Pret a Manger and Snap Kitchen, of Austin, TX.

It seems with the vast growth of the on-the-go market that the sky is the limit for this potential new chapter of the popular brand. AndNowUKnow will continue to eye this and other trends influencing the fresh produce industry.

Eataly