WHSmith has launched its inaugural own-brand Christmas sandwich range, seeking to attract festive travellers.
- The line is available across 300 travel stores starting 20th November.
- The collection features eight distinct sandwiches, including options for vegans.
- This initiative is part of WHSmith’s strategy to enhance its food-to-go offerings.
- Food-to-go now constitutes a significant portion of the retailer’s travel store sales.
WHSmith, a renowned travel and high street retailer, has introduced its first-ever own-brand Christmas sandwich range, marking a significant step in its food-to-go offerings. Available from 20th November, this festive range will be featured across 300 travel store locations, catering to travellers seeking seasonal flavours.
The selection boasts eight varied sandwiches, designed to appeal to a broad audience, including vegan options like the Vegan Spiced Parsnip Christmas sandwich. Additionally, the range includes traditional favourites such as the Ultimate Christmas Dinner sandwich with turkey and sage and onion stuffing, as well as more unique offerings like Merry Miso Chicken served in a brioche bun.
According to Andrew Harrison, WHSmith UK travel managing director, this launch is a milestone for the company’s food ambitions. He stated, “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 development follows the launch of the Smith’s Family Kitchen in September, WHSmith’s pioneering move into the own-brand food sector. The initiative stemmed from a recognised increase in consumer demand for food in travel stores, prompting WHSmith to seize the opportunity and expand their food category.
Currently, food represents 15% of total sales in WHSmith’s travel outlets, a figure anticipated to grow as the retailer continues to refine its variety and quality of food-to-go products.
The introduction of these festive sandwiches underscores WHSmith’s commitment to growing its food offerings in travel stores.
