WHSmith has introduced its inaugural Christmas sandwich collection across 300 travel stores, marking a significant expansion in its food-to-go offering.
The new range, which is now available in stores, is a part of WHSmith’s exclusive Smith’s Family Kitchen line and includes eight different sandwiches. These festive offerings comprise a variety of flavours such as the Ultimate Christmas Dinner sandwich, featuring turkey and sage and onion stuffing, the Merry Miso Chicken served in a brioche bun, and a Vegan Spiced Parsnip Christmas sandwich.
Andrew Harrison, WHSmith UK’s travel managing director, highlighted the significance of the launch by 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.’ He further emphasised WHSmith’s commitment to enhancing its food credentials and catering to the needs of travelling customers who seek a touch of Christmas magic during their journeys.
Earlier this year, WHSmith launched Smith’s Family Kitchen, its first own-brand food-to-go range, which included an assortment of sandwiches and wraps. This initiative responds to the growing demand for food in its travel stores. The retailer has observed that food now constitutes 15% of its sales in UK travel stores, with expectations for continued growth in the future.
The introduction of the Christmas sandwich range underscores WHSmith’s dedication to evolving its food offerings and capturing the festive spirit for its customers.
