WHSmith debuts first own-brand food range

WHSmith has launched its first own-brand food-to-go range, in a bid to better cater for the travel customer.

Rolling out in over 300 WHSmith UK travel stores, the ‘Smith’s Family Kitchen’ range features products such as gochujang Korean BBQ chicken wrap with pickled slaw, and a New Yorker-inspired sandwich made with salt beef.

The range will also consist of new vegetarian and vegan options, including a falafel and hummus wrap and a Mexican sweet potato naked burrito bowl.

The new food range is designed to bolster WHSmith’s strategy of a ‘one-stop-shop format’ that is slowly being introduced across its 590 travel locations and add to the 11 million meal deals sold by the retailer each year.

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WHSmith 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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