Food manufacturer Samworth Brothers has launched a new ‘made-in-house’ selection of sandwiches, wraps, and baguettes for convenience retailers and foodservice operators.
Developed by its Fresh Food For Now division, the initial line-up of fully prepared options features sandwiches in varieties of Double Egg & Baby Spinach, Ultimate Chicken Salad, and Chicken & Chorizo; as well as a Chicken & Bacon Caesar Wrap and four baguette favourites – Chicken Mayo Salad, Chicken & Bacon, Gammon Ham & Cheddar and Tuna Crunch. A couple of salad bowls are also available via the online company portal.
Following this launch, the menu will be expanded from 30 July with the likes of Cheddar Ploughman’s, Gammon Ham & Cheddar, and Prawn Marie Rose sandwiches and a Greek Style Chicken wrap. A ‘heat-to-eat’ range of croque, ciabattas, toasties, paninis, wraps, and breakfast rolls will then land in September.
Each product has been created to deliver a coffee shop quality experience, noted Samworth Brothers, with use of authentic ingredients ranging from sun blushed tomatoes to Kalamata olives and caramelised onion chutney.
The Leicestershire-headquartered business highlighted how having items that look freshly made was a crucial driver of food-to-go purchases – 91% of shoppers make a choice from the chiller based on this alone [Watermelon FTG Consumer Panel, September 23]. The look and feel of the new range leans into freshness cues through premium, fully recyclable Kraft packaging in a minimal, clean design, with a large window and hand-finished style label, it added.
To further dial up the ‘straight from the kitchen’ appeal, there’s the option for retailers and operators to personalise the front of the package with their shop, bespoke FTG range, or café logo.
“From hot melts to fresh wraps, every product looks handmade, tastes top-tier and is ready to serve in minutes,” commented Wayne Greensmith, head of customer marketing at Samworth Brothers – Food For Now. “Whether your shoppers or customers are grabbing straight from the chiller or you’re heating up, you’ll get consistent quality every time – no chef, no prep, no hassle.”
Samworth Brothers previously came out with an unbranded range of premium sandwiches and wraps for retail and foodservice channels at the start of last year, a few months before it acquired food-to-go supplier The Real Wrap Co. The fourth-generation family company states on its website that it has a turnover of £1.6bn and employs over 12,500 people at 15 bakery sites including in Leicestershire, Cornwall, East Sussex, Manchester, Bristol, and Dublin. As well as supplying own-label lines to retailers, it owns a portfolio of brands like Ginsters, Higgidy, Soreen, West Cornwall Pasty Co. Dickinson & Morris, and Urban Eat.
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