WHSmith has launched its first ever own-brand food-to-go range, available in more than 300 of its UK travel stores.
The range, which is named Smith’s Family Kitchen, offers more than 30 products including sandwiches, salads, wraps and baguettes for travelling customers.
WHSmith said the branding, design, packaging and product have been developed using feedback from more than a thousand shoppers.
With the retailer selling more than 11 million meal deals from over 900,000 product combinations every year, it is now making its “biggest investment” in its food offering.
New food products available in travel stores will include a Korean gochujang barbecued chicken wrap with pickled slaw and a New York-inspired sandwich made with salt beef.
In response to customer demand, WHSmith will also introduce new vegetarian and vegan products, such as a falafel and hummus wrap and a Mexican naked burrito bowl with sweet potato and chipotle sauce, to Smith’s Family Kitchen.
The group has also seen “strong customer responses” to its one-stop-shop format at London Gatwick, London Heathrow and Birmingham Airports, which have all expanded their health and beauty, tech and food-to-go ranges.
WHSmith said it sees “significant scope” for the format to be rolled out to more stores across its UK travel estate and other new stores.
UK travel managing director Andrew Harrison said: “We’re on a mission to offer time-pressed customers all their travel essentials under one roof with a fast and convenient shopping experience.
“With millions of customers turning to WHSmith each year to fuel their journeys, we’re making our biggest investment in WHSmith’s food offer since we first started offering chilled food and drinks in our travel stores, more than 10 years ago, with the launch of a new and delicious food-to-go range.
“Working with a team of chefs to tailor our range and ensure we’re using the best-quality ingredients has been fantastic, and the team has done an excellent job with the look and feel of the new brand – it’s a really exciting time for the business.
“We never sit still and we’re constantly innovating to give our customers even more reasons to shop with WHSmith on their travels.”
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