WHSmith has entered the festive food market with its new own-brand Christmas sandwich range.
- The range is available in 300 travel stores and features eight distinct sandwiches.
- It includes options such as Ultimate Christmas Dinner and Vegan Spiced Parsnip.
- This initiative is part of WHSmith’s broader food-to-go expansion, started with Smith’s Family Kitchen.
- Food sales now account for 15% of WHSmith’s UK travel sales, anticipating future growth.
WHSmith has taken a significant step in expanding its food-to-go offerings by introducing an own-brand Christmas sandwich range. This launch is notable as it marks the retailer’s first foray into the festive food market, enhancing its appeal to customers during the holiday season.
Available from the 20th of November, the new sandwich collection is showcased in 300 of WHSmith’s travel stores. It is made up of eight diverse sandwiches, catering to different tastes and dietary preferences. These include the ‘Ultimate Christmas Dinner’ with turkey and sage and onion stuffing, the ‘Merry Miso Chicken’ in a brioche bun, and the ‘Vegan Spiced Parsnip’ option, ensuring there is something for everyone.
Andrew Harrison, 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.” His comment highlights the retailer’s aim to infuse the holiday spirit among travellers.
This festive range follows the earlier introduction of ‘Smith’s Family Kitchen’, WHSmith’s first own-brand food-to-go line, launched in September. It consists of a variety of sandwiches and wraps, created in response to the increasing demand for food options among its clientele in travel locations.
Food offerings now make up 15% of sales in WHSmith’s UK travel stores, and expectations are high for continued growth in this sector. The introduction of the Christmas sandwich range is a strategic move to capture more of the market, particularly during a period when customers are searching for festive touches on the go.
WHSmith’s launch of its Christmas sandwich range is a strategic move to enhance its food sales and festive appeal.
