WHSmith is taking a bold step in its food-to-go strategy by introducing its first own-brand Christmas sandwich selection, now available across 300 travel stores.
This innovative move reflects WHSmith’s commitment to expanding its presence in the food sector. The introduction of the festive sandwiches is part of the Smith’s Family Kitchen line, comprising eight different varieties. Travellers can now enjoy choices like the Ultimate Christmas Dinner featuring turkey with sage and onion stuffing, or opt for the Merry Miso Chicken in a brioche bun. For those seeking plant-based options, the Vegan Spiced Parsnip sandwich offers a delightful alternative.
WHSmith’s UK travel managing director, Andrew Harrison, 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.” His comment underscores the retailer’s enthusiasm for bringing a touch of festive cheer to its customers on the go.
This launch signifies another milestone in WHSmith’s food offerings, following the debut of the Smith’s Family Kitchen brand earlier this year. This initial range, which included various sandwiches and wraps, was introduced in response to the rising demand for quick meal options among travellers. Given that food now accounts for 15% of sales in its UK travel outlets, WHSmith sees substantial growth potential in this category.
The expansion into festive sandwiches illustrates more than just a seasonal gimmick; it identifies a strategic effort to consolidate the retailer’s food credentials. By catering to the seasonal appetites of its clientele, WHSmith is not only meeting consumer demand but also enhancing its brand identity within the competitive travel retail market.
Through this foray into festive food options, WHSmith is well-positioned to capitalise on the growing trend of convenience dining while adding a unique twist to its offerings. This endeavour not only taps into the celebratory spirit of the season but also sets a foundation for future growth in the food-to-go sector.
