The Subway Real Deal is designed to promote the brand’s value credentials to customers, it said.
Customers will be able to choose from a range of six-inch subs, and add a drink, for £3. Subway will championing its turkey and ham sub, which forms part of its low-fat range.
The launch will be supported by a cross-channel campaign which will include television, radio, out-of-home, digital and print activity, as well as point-of-sale material which will launch in stores on 8 January.
Manaaz Akhtar, regional marketing director for the Subway brand in Europe said: “The decision to rebrand our popular value proposition represents our desire to better communicate that Subway stores offer great value at any time of the day, not just at lunch, as shown through our recent breakfast relaunch.”
Last month British Baker reported that the retail chain had partnered up with Welcome Break, with its first stores opening at the motorway service operator in December
The sandwich chain has been diversifying from its traditional high street locations recently, with outlets opening in AppleGreen petrol stations, and its first within an Asda supermarket, in November 2013.