Cranswick Food, in partnership with retailer WHSmith and Fresh to Store, has launched a new brand of on-the-go food.
It will this week bring to market the 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 creative agency Pearlfisher, which sought 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 products launching in store from today. The line-up features over 70 new products, including premium sandwiches, grain salads, flatbreads and heated 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 propositions and a number of products for those seeking a balanced and healthier lifestyle, according to Cranswick Food.
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 for WHSmith, added: “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.
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