WHSmith has launched its first own-brand food-to-go range as part of its strategy to become a one-stop-shop for consumers on the move.
Smith’s Family Kitchen is now available in all 300 of the retailer’s travel stores around the UK, including at airports and rail stations.
WHSmith said each product under the new range is made with “high quality ingredients and offers an extensive choice from family favourites and punchy flavours alongside other delicious and healthy choices”.
It added that over 11 million meal deals made from over 900,000 product combinations each year are sold in WHSmith stores.
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The retailer said the investment “strengthens the choices available to customers” and is the next step of its one-stop-shop format development that features an expanded health and beauty, tech, and more food to go ranges.
WHSmith managing director of UK Travel Andrew Harrison 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 WHSmith each year to fuel their journeys, 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.
“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 WHSmith on their travels.”
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