Larder Box debuts on First Great Western trains
The boxes are packed with cheese, crackers and chutney sourced from local suppliers in the region. The West Country Farmhouse Mature Cheddar is made in Somerset by the Alvis family at Lye Cross Farm and is matured for nine to 12 months. Complementing the cheese, is a selection of oat, charcoal and malted wheat biscuits made by artisan baker Fudges in neighboring Dorset. The finishing touch is provided by a garden chutney, handmade by Tracklements, a Cotswold producer that won a Silver prize in the 2012 Taste of the West Awards.
The slick, contemporary packaging devotes one side to promoting the South West as a family-fun destination with the slogan: “This little box will give you a taste of the very best of the region”. It is made with red and white gingham artwork similar to a picnic blanket. The box unfolds into a customer-friendly tray.
The Great Western Larder box is designed to make it easy for crew to pack and store for onboard sales. When passengers make a purchase, crew pop a chilled portion of cheese into the box, which is pre-packed with crackers and chutney. For customers who would prefer it a pot of delicious chicken liver pâté, with sun dried tomato from Patchwork in South Wales, is available as an alternative to cheese and made to easily cross-sell with a wine suggestion.
This launch consolidates demand for En Route’s sourcing of high-quality cheeses for the travel industry. It has already recently introduced a carefully selected cheese board into First and Business Class cabins on Emirates flights departing from the United Kingdom.