WHSmith steps into the holiday season with a brand-new Christmas sandwich range, asserting its position in the food-to-go market.
- The introduction of eight unique sandwiches offers something for everyone, whether vegan or meat lover.
- Andrew Harrison highlights the significance of Christmas sandwiches as a festive tradition.
- The launch underlines WHSmith’s commitment to expanding its food options in travel locations.
- With food comprising 15% of its UK travel store sales, WHSmith sees a promising future in this sector.
WHSmith has made a notable entry into the seasonal food market by launching its own Christmas sandwich range, available across 300 travel stores. This move is part of their strategy to enhance their food-to-go offerings through their exclusive Smith’s Family Kitchen line.
The lineup includes a diverse selection of eight sandwiches, designed to cater to various tastes and dietary preferences. Among them are the Ultimate Christmas Dinner sandwich with turkey and sage and onion stuffing, the Merry Miso Chicken in a brioche bun, and the Vegan Spiced Parsnip sandwich.
Andrew Harrison, the Managing Director of WHSmith UK Travel, emphasizes the cultural significance of the Christmas sandwich, 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.”
This launch represents a significant step for WHSmith, following the introduction of their first own-brand food-to-go range earlier this year. This initiative was in response to a growing demand among travel store customers for ready-to-eat meals.
Currently, food sales constitute 15% of WHSmith’s revenue in its UK travel outlets, and the company anticipates further growth in this category. Their focus on providing high-quality and convenient food options is expected to attract more customers looking for a bit of holiday magic during their travels.
WHSmith’s latest venture into own-brand festive sandwiches marks a promising extension of their travel food offerings.
