WHSmith Launches Its First Own-Brand Christmas Sandwich Range

WHSmith has unveiled its first-ever own-brand Christmas sandwich range, available across 300 travel stores, as part of its growing food-to-go offerings. The festive collection, launched under the retailer’s Smith’s Family Kitchen line, debuted on November 20 and includes eight different sandwiches crafted to bring holiday cheer to customers on the go.

The new range features festive favorites such as the Ultimate Christmas Dinner sandwich, filled with turkey and sage and onion stuffing, Merry Miso Chicken in a brioche bun, and the Vegan Spiced Parsnip Christmas sandwich, catering to a variety of dietary preferences.

Andrew Harrison, managing director of WHSmith UK Travel, remarked: “In my book, your first Christmas sandwich marks the true start of the festive season, and our new range is perfectly designed to get all our travelling customers into the Christmas spirit. This launch marks another food first for WHSmith and shows just how committed we are to growing our food credentials and offering a high-quality range for travelling customers, particularly those wanting a bit of Christmas magic on their journey!”

This new offering follows WHSmith’s earlier launch of Smith’s Family Kitchen, its first own-brand food-to-go range featuring sandwiches and wraps. The move was in response to the increasing demand for food options among customers at its travel stores.

Currently, food accounts for 15% of sales in WHSmith’s UK travel stores, with the category expected to grow significantly in the coming years as the retailer continues to expand its food-to-go portfolio.