WH Smith launches new food range under ‘Smith’s Family Kitchen’ brand
WH Smith has launched its first ever own-brand food range as it looks to meet the needs of today’s travelling customers.
The Smith’s Family Kitchen food-to-go items are exclusively available in over 300 WH Smith UK travel stores.
Created by a team of chefs and product developers, the range consists of over 30 products including sandwiches, salads, wraps and baguettes. Items include new tastes available at WH Smith for the first time such as the gochujang Korean BBQ chicken wrap with pickled slaw, and a New York inspired sandwich made with salt beef.
WH Smith will also be introducing new vegetarian and vegan products, including a falafel and hummus wrap and Mexican naked burrito bowl with sweet potato and chipotle sauce.
The retailer said the range has been developed “by customers for the customer” using feedback from over one thousand shoppers.
Andrew Harrison, managing director, UK Travel at WH Smith, 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 WH Smith each year to fuel their journeys, we’re making our biggest investment in WH Smith’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.”
UK travel is now the largest division within WH Smith with 590 stores in airports, railway stations and hospitals. The retailer recently reported strong first half growth for the division as it continues to transform itself from a news, books and convenience retailer to a one-stop-shop for travel essentials.
Harrison added: “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 WH Smith on their travels.”
