WHSmith has unveiled its first own-brand Christmas sandwich range, expanding its food-to-go offerings across 300 travel locations.
- Launched as part of the Smith’s Family Kitchen line, the range features eight festive sandwiches designed for travellers.
- The selection includes options like Ultimate Christmas Dinner and Vegan Spiced Parsnip, catering to diverse dietary preferences.
- Andrew Harrison, UK Travel Managing Director, emphasised the range’s role in enhancing the festive spirit among customers.
- Food sales now make up 15% of WHSmith’s UK travel store transactions, indicating growing demand.
WHSmith has taken a significant step in its expansion of food-to-go offerings by debuting its first own-brand Christmas sandwich range. This initiative is rolled out across 300 of its travel stores, marking a noteworthy addition to its retail strategy. Available from 20th November, the range is crafted under the exclusive Smith’s Family Kitchen line.
The new sandwich selection comprises eight different options, tailored to bring a festive touch to travellers’ journeys. Some highlights include the Ultimate Christmas Dinner sandwich, featuring turkey with sage and onion stuffing, the Merry Miso Chicken in a brioche bun, and a Vegan Spiced Parsnip option, ensuring there is something for a wide array of dietary needs.
Andrew Harrison, WHSmith’s UK Travel Managing Director, expressed the company’s enthusiasm by stating, “In my book, your first Christmas sandwich marks the true start of the festive season, and our new range is perfectly designed to get all our travelling customers into the Christmas spirit.” Such statements reflect WHSmith’s strategy to blend traditional festive elements with modern convenience.
This launch follows the introduction of the Smith’s Family Kitchen range back in September, which was WHSmith’s inaugural venture into own-brand food-to-go products. The introduction of this line was in response to a noticeable rise in customer demand for accessible and quality food items in travel environments.
Currently, food constitutes approximately 15% of all sales within WHSmith’s UK travel stores. Projections suggest a continued upward trend in this category, supporting the retailer’s decision to expand its food offerings.
The introduction of WHSmith’s festive sandwich range is a strategic move to enhance its food-to-go options, catering to growing customer demand.
