WHSmith launches its first-ever own-brand Christmas sandwich range, expanding its food-to-go offerings.
- The range is available at 300 travel stores across the UK, highlighting WHSmith’s focus on festive food.
- Customers can enjoy a selection of eight sandwiches, including both traditional and vegan options.
- The initiative reflects WHSmith’s commitment to enhancing customer experience with quality food offerings.
- Andrew Harrison, managing director, signals this launch as the onset of the festive season for travellers.
WHSmith, a well-known high street and travel retailer, has unveiled its inaugural own-brand Christmas sandwich selection. This initiative sees the availability of a limited-edition range comprising eight distinct sandwiches, showing their strategic move towards enriching their food-to-go services. Starting 20th November 2024, these sandwiches can be found across 300 of their travel outlets, marking a significant step in their expansion strategy.
The festive collection is part of WHSmith’s exclusive Smith’s Family Kitchen line, aiming to enhance their food offerings during the holiday season. Customers can enjoy traditional flavours like the ‘Ultimate Christmas Dinner’, which features turkey with sage and onion stuffing, or explore more unique options such as the ‘Merry Miso Chicken’ in a brioche bun. Additionally, there is a ‘Vegan Spiced Parsnip’ sandwich, catering to diverse dietary preferences.
WHSmith has recognised a growing demand for food options among its clientele, with food now representing 15% of sales in its UK travel stores. WHSmith’s managing director, Andrew Harrison, underscores the significance of this launch, 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.”
The launch is part of a broader strategy to build WHSmith’s reputation in the food sector, following the September debut of Smith’s Family Kitchen. This move comes in response to increasing customer demand for convenient, quality food options during their travels. The company anticipates food sales to grow further in the coming years, reflecting a shift in consumer preferences.
WHSmith’s initiative not only aims to capture the festive market but also strengthens their position as a key player in the food-to-go arena, thus enhancing the travelling experience for seasonal commuters.
This festive sandwich range signals an important development in WHSmith’s expansion of its food offerings, aiming to enhance customer satisfaction during the holiday season.
