WHSmith has debuted its inaugural own-brand Christmas sandwich range across 300 travel locations.
- The range includes eight different sandwiches part of the Smith’s Family Kitchen line.
- Featured sandwiches include Ultimate Christmas Dinner and Vegan Spiced Parsnip Christmas.
- This launch marks a significant expansion of WHSmith’s food-to-go offering.
- Food sales currently account for 15% of WHSmith’s UK travel store sales, with growth expected.
WHSmith has unveiled its first own-brand Christmas sandwich range, a significant expansion of its food-to-go offerings across 300 travel stores. The launch, effective from 20 November, features eight festive sandwiches under the exclusive Smith’s Family Kitchen line.
Among the enticing options are the Ultimate Christmas Dinner sandwich, which includes turkey and sage and onion stuffing, and the Merry Miso Chicken served in a brioche bun. Another highlight is the Vegan Spiced Parsnip Christmas sandwich, catering to diverse dietary preferences.
Andrew Harrison, WHSmith UK travel managing director, remarked, “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.” This statement underscores the company’s commitment to enhancing the holiday travel experience for its customers.
This introduction follows the initial launch of the Smith’s Family Kitchen range back in September, establishing WHSmith’s first own-brand food-to-go variety in response to a rising demand at its travel outlets. The festive additions are expected to appeal particularly to those seeking a touch of holiday magic in their journeys.
According to WHSmith, the food category now brings in 15% of total sales in its UK travel stores. The expectation is for this segment to continue growing over the coming years as consumer preferences shift towards convenient and diverse food options during travel.
WHSmith’s new Christmas sandwich range is set to enhance its food-to-go market presence, capturing the festive spirit of its customers.
