SFK Salt Beef Sandwich

Source: WHSmith

WHSmith has unveiled its ‘biggest investment’ in food in the past decade with the launch of a new brand, Smith’s Family Kitchen.

Available in over 300 WHSmith UK travel stores, the range is the retailer’s first own-brand food range and comprises more than 30 products including sandwiches, salads, wraps, and baguettes.

These include a Gochujang Korean BBQ Chicken Wrap with pickled slaw, and a New Yorker-inspired sandwich made with salt beef. Vegetarian and vegan products are also featured, including the Falafel & Hummus Wrap and Mexican Naked Burrito Bowl with sweet potato and chipotle sauce.

The retailer added that Smith’s Family Kitchen offers a wide range of choice at different price points and as part of its meal deal.

“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,” said Andrew Harrison, managing director of UK Travel at WHSmith.

“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.”

UK Travel is the largest division in WHSmith, with 590 stores across the UK in airports, railway stations, and hospitals. The retailer recently reported strong growth for UK Travel in the first half of the year, which it said was driven by the business’ transformation from a news, books, and convenience retailer to a one-stop shop for travel essentials.

Food to go and meal deals are one of the key reasons customers shop with WHSmith when travelling. Over 11 million meal deals made from over 900,000 product combinations are sold by WHSmith each year. It described this investment in the food brand and product quality as the next step in the company’s one-stop shop format development.