WHSmith in partnership with Cranswick Food On The Go and Fresh to Store will this week bring to market an innovative food-to-go brand and product offer as part of a new deal between the three companies.
‘Munch’, the new brand under which WHSmith will drive forward its food-to-go offer, has been created by leading creative agency Pearlfisher. Faced with the challenge of creating taste appeal, Pearlfisher looked to develop a brand positioning that would support category growth.
The new ‘Munch’ range will be stocked across WHSmith’s airport, rail and hospital estate consisting of over 400 stores nationwide, with product hitting shelves from Wednesday 15th June.
Featuring over 70 new products, the range includes premium sandwiches, grain salads, flatbreads and hot eat products for the café estate as part of a wider quality food-to-go offer, including a greater focus on growing categories such as Breakfast, Snacking and Health. ‘Munch’ will also feature gluten free and a number of products for those seeking a balanced and healthier lifestyle.
Quality and innovation are central to the new ‘Munch’ proposition, which supplier Cranswick Food On The Go prides itself on being a leader in with its ‘upscaling artisan’ approach to product development. Where possible the company’s aim is to source British ingredients and incorporate on-trend global flavours.
Recent investment reflects the businesses’ driving ambition for the food-to-go category. Wayne Greensmith, marketing controller for Cranswick Food On The Go, said: “Food-to-go has evolved rapidly in recent years and continues to do so, with the category becoming increasingly premium as consumers become more quality and health conscious. We are delighted to have found a retail partner that shares our passion and vision for the category. Together with WHSmith and Fresh to Store we look forward to taking a collaborative approach to developing innovative new products and formats for the ‘Munch’ range.”
Zahra Coggins, head of trading for food and drink at WHSmith, said: “We are very excited about the launch of our new food-to-go range, which is focused on delivering against the changing needs of the food-to-go consumer, and we believe we have the right partners to deliver our vision.”
‘Munch’ products will retail from £1.80, with WHSmith customers being given the option of standard and premium meal deals.