In May, WHSmith launched its first own-brand food-to-go range under the brand Smith’s Family Kitchen. The 30-strong range has been launched in over 300 train stations, airports and hospital stores. 

Here are three things we love about the new range: 

1.    Customer-centric strategy

Over 1,000 shoppers were involved in the development of the range, with their feedback informing decisions on branding, design, packaging and products. This customer-first thinking has helped the range tick off all the boxes for a food-to-go mission – fast, convenient, easy to transport and easy to eat-on-the-go. Most importantly, feedback has been used to curate great-tasting products developed by a team of chefs, with high-quality ingredients to contribute to the brand’s quality credentials.  

2.    Globally-inspired flavours

To stand out from other retail competitors, the new range is bringing new flavours to the market, as well as sticking to some traditional favourites. Taking inspiration from world cuisines, the range includes a New Yorker inspired sandwich and a gochujang Korean BBQ chicken wrap,  keeping food-to-go exciting for customers. 

The customer listening phase also showed continued demand for vegetarian and vegan products. These haven’t been added as an afterthought, with emphasis still placed on flavour and variety, such as the Mexican naked burrito bowl, creating consistent experiences regardless of dietary preferences.

3.    Strong proposition to rival competitors 

With many of the WHSmith Travel stores located in places of intense competition from fast food chains and food-to-go specialists so WHSmith has leveraged price and health to rival nearby competitors. 

The range is included in the meal deal, delivering great value and helping customers avoid bill shock when they reach the checkouts. The new range enhances the variety of the meal deal, which already includes over 900,000 product combinations in the 11 million meal deals sold by WHSmith each year. Salads and healthier sandwiches, wraps and baguettes also mean customers don’t have to compromise on health when eating on-the-go.

 Enhancing the food-to-go range also strengthens WHSmith’s proposition as a one-stop shop, making it even easier for travellers to get their travel essentials and lunch-to-go all in one place.