Welcome to Simply Lunch
10/09/2025
12:30 – 13:00 13:00 – 13:45 13:45 – 14:45 14:45 – 15:30
Introduction to Simply Lunch Factory Tour Product range and proposal with product tasting
The GWR Team
At Simply Lunch, we believe great partnerships start with great people.
This dedicated team brings together experts across food innovation, quality assurance, and account management all focused on delivering a seamless, high-quality food offering for GWR and its passengers.
From concept to carriage, we’re here to ensure consistency, responsiveness, and standout service every step of the way.
Barry St Leger
Commercial Director
Matt Brooker Head of Food
Ioanna Aska Technical Manager
William Page Marketing Director
Ellie Morris Product Development Manager
Aman Jassi Senior Commercial Manager
We are a purpose-led business who strive to improve lives through delicious food. Family values are at the heart of everything we do. We are committed to creating high-quality, handcrafted foods that enhance lives and protect our beautiful planet. We continually innovate to reduce waste and source sustainable ingredients, ensuring our practices contribute positively to the communities we serve.
Our Logistics
Nationwide Delivery: 3 depots & 2 delivery partners nationwide for maximum UK&I coverage.
High Volume: 5,000+ weekly deliveries with consistent, reliable service. HGV capability for large orders and central distribution partners.
Optimised Fleet: 80+ vehicles equipped with route-tracking for efficient, fast delivery.
Sustainability Focus: Backhauling ingredients to reduce empty miles & cut emissions.
Our Capabilities
Million products per year
Employees
Production lines
Customers
Vehicles
Years Heritage & experience
Depots
Deliveries a week,
Our Brands
Your Complete FTG Solution
Simply Lunch offers a range of products designed to meet diverse dietary needs and preferences, so everyone
Our Partners
Our proposal
Elevating the GWR Range
by Insight, Created for carriage.
Shaped
Market Trends & Insights
Identified for Travel
Complement current core offer with premium flavours and innovative bread carriers to drive an improved margin.
Consumers are seeking standout ingredients that feel purposeful. whether it's for flavour, nutrition, or sustainability.
Transparency builds trust, over half of consumers engage more with brands showing clear sustainability credentials.
Consumers are drawn to familiar, feel-good flavours. Classic sandwiches or reimagined childhood favourites.
Eco Conscious Nostalgic & Comfort Foods
Consumer-Led Innovation with for GWR
We’ve partnered with Vypr, a leading consumer insights platform. This ensures our proposal aligns with real consumer preferences.
This collaboration allows us to test concepts, flavours, pack formats and claims with thousands of real-time travellers.
The insights gathered have directly shaped our proposal, ensuring everything we develop is backed by data.
Shaped by Traveller Preferences
How did we get to our proposal?
What would your preferred bread choice for a sandwich when travelling?
Which of the following proteins would you prefer in a sandwich when travelling?
Baguette / Sub Roll
The Range – First Class
Our Proposal
Cheese Ploughman’s in a seeded sub roll
B.L.T. on white bread
Egg & Spinach on malted bread
Beetroot, Feta & Olive Salad
Chicken Caprese on malted bread
The Range – Retail
Our Proposal
Ham & Cheddar on malted bread
Chicken Caesar in a white tortilla wrap
Beetroot Falafel & Houmous on malted bread
Lemon & Thyme Chicken on gluten free bread
Innovation
by Insight, Created for carriage.
Shaped
B.L.T. on tomato bread
Smoked bacon with crisp lettuce and ripe tomatoes, layered on soft tomato bread and finished with a rich tomato & sultana relish and smooth mayonnaise.
Packaging format
Farmhouse box
Storage Information
Fresh (1˚c - 5 ˚c)
Trends & USP’s
Product Weight
198g
Product dimensions (l x h x d)
81mm x 130mm x 66mm
By elevating a classic sandwich with Jackson’s tomato bread — crafted by master bakers since 1888 — and Ballymaloe relish, made for over 30 years from its original recipe of tomatoes, sultanas, and spices, we combine trusted heritage brands with modern tastes. This creates a familiar favourite with a premium twist that resonates with today’s consumers.
New Yorker, in a pretzel roll
Peppery pastrami layered with creamy Emmental cheese and tangy slaw, finished with dill pickle and classic Reuben sauce, all served in a golden pretzel roll.
Packaging format
Square box
Storage Information
Fresh (1˚c - 5 ˚c)
Trends & USP’s
Product Weight
195g
Product dimensions (l x h x d)
145mm x 110mm x 40mm
Drawing inspiration from the iconic New York pretzel, smoky pastrami is paired with its chewy golden crust for an indulgent and comforting eat. Balanced with the tangy health benefits of sauerkraut and pickles, this product delivers both nostalgia and better-for-you credentials.
Greens and Grains Caesar, Salad
Tender roasted chicken breast served over a wholesome green and grain salad, finished with a smooth and creamy Caesar dressing for a nutritious twist on a classic favourite.
Packaging format
Rectangle tray with label
Storage Information
Fresh (1˚c - 5 ˚c)
Product Weight
235g
Trends & USP’s
Product dimensions (l x h x d)
160mm x 45mm x 80mm
25% of the nation’s favourite salads sold are Caesar flavoured. Consumers are drawn to familiar favourites but expect added value. By elevating a classic like Caesar with a source of fibre and source of protein claim, we tap into health-conscious trends while retaining the comfort and familiarity people love.
Roast Sweet Potato, Houmous & Beetroot, Salad
Roasted sweet potato, beetroot and houmous with a spicy three bean mix, lettuce, rocket and a sweet mustard dressing.
Packaging format
Rectangle tray with label
Storage Information
Fresh (1˚c - 5 ˚c)
Trends & USP’s
Product Weight
250g
Product dimensions (l x h x d)
165mm x 45mm x 165mm
The roasted sweetness from the sweet potato balances with the earthy beetroot, whilst the houmous adds a smooth, savoury layer, enhancing the flavours and textures. Nutrient dense salad packed with vitamins and fibre. Our sweet potato comes from Beacon Foods who have been producing high quality cooked vegetables in the 36,000sq ft factory in Brecon since 1993.
Our proposal
Christmas Innovation
by Insight, Created for carriage.
Shaped
Ultimate Festive Feast, on malted bread
Roast turkey with sage & onion stuffing and a rich gravy mayonnaise, layered with smoked bacon, fresh spinach, and cranberry sauce on malted brown bread.
Packaging format
Farmhouse Box
Storage Information
Fresh (1˚c - 5 ˚c)
Trends & USP’s
Product Weight 205g
Product dimensions (l x h x d)
66mm x 150mm x 66mm
Our Cranberry sauce is crafted by Shaws of Huddersfield, who have been making chutneys and relishes since 1889. The roast turkey is sourced from JDM, a trusted meat specialist with over 50 years of experience. Together, these heritage producers bring authenticity, quality, and festive flavour to every bite.
Spiced Parsnip & Cranberry, on malted bread
A golden spiced parsnip fritter layered with sage & onion stuffing, fresh spinach, and carrot, finished with vegan mayonnaise and a festive cranberry sauce, all served on malted brown bread.
Packaging format
65mm sandwich skillet
Storage Information
Fresh (1˚c - 5 ˚c)
Trends & USP’s
Product Weight
215g
Product dimensions (l x h x d)
81mm x 130mm x 66mm
With over 40 years of expertise, Drover Foods in Wexford, Ireland craft authentic fritters that deliver consistency and flavour. Paired with fresh, high-quality salad leaves from Betts Farm in West Malling, Kent – a family-run business since 1930 – this product brings together trusted partners, local heritage, and authentic ingredients to create festive food with real provenance.
Simply Lunch x GWR Proposal
Summary
Purpose-Led Partnership
Driven by our mission to improve lives through delicious food, we are proud to present a data-backed, passenger-focused proposal that aligns with GWR’s vision and sustainability ambitions.
Firm favourites back with innovation.
Combining trusted classics with exciting innovations and seasonal additions to keep the menu fresh and engaging.
Customer centred approach.
Shaping our range around evolving tastes and expectations.
Agile and Forward-Looking.
Responding swiftly to market trends and emerging opportunities, delivering not just products but memorable experiences that builds customer loyalty.
Quality without compromise.
Upholding the highest standards in sourcing, preparation, and presentation.
Shared
success through collaboration.
Fostering long-term partnerships built on strategic category management and growth.
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