Let’s talk about Sammies sponsorship. How did you get involved and what keeps you coming back?

“I am Samworth Brothers’ food to go representative for the British Sandwich and Food to Go Association and work closely with the brilliant team who organise the Sammies Awards,” said Wayne Greensmith, Food For Now, head of customer marketing. “Through this work and the contacts made I was keen to build our profile. Samworth Brothers – Food for Now has been the lead event sponsor for the past two years, and I am pleased to say we will make it a treble at the 2027 awards! 

“For us, it is not only about driving awareness of the work we do and the portfolio of brands we offer but it also demonstrates our support for the industry we all serve. The event showcases the best of everything we do and represents a great opportunity to network with colleagues and customers and celebrate success.”

“Samworth Brothers has a long-standing relationship with the Sammies and The British Sandwich & Food to Go Association, and for us it feels like a very natural partnership,” said Rebecca Pope, Food to Go innovation director. “FTG is a hugely important part of our business, so we want to support the people, creativity and talent that move the industry forward.

“What keeps us coming back is the energy around the event. It brings together colleagues, customers, suppliers and competitors to celebrate everything that is great about our industry. It is also a brilliant platform for emerging talent. Seeing people from our own teams gain confidence, put their ideas in front of respected industry judges and receive recognition is incredibly rewarding.”

 The Sammies: Harry Dempster from Samworth Brothers.

What place do events like the Sammies hold in the industry?

RP: The Sammies are extremely important. FTG is fast-moving and highly competitive, and it can be easy to move straight from one launch or challenge to the next, without pausing to recognise what has been achieved.

The Sammies gives the industry that moment. It celebrates the people behind the products – from chefs and developers to technical, operational, commercial and packaging teams – and showcases the collaboration required to turn a great idea into something customers can enjoy every day.

It also creates a valuable opportunity to share ideas, strengthen relationships and inspire the next generation of talent. Although we compete in the marketplace, events like this remind us that we are also part of a wider industry with a shared interest in raising standards and driving the category forward.

This year, you had a finalist in the designer competition and were recognised in packaging and cheese. 

RP: We were absolutely delighted – and incredibly proud of everyone involved. We won a New Packaging category, which recognised the Co-Op Irresistible Turkey & Gravy Double Dip Wrap. It is a great example of how the eating experience and packaging development can come together. The format is engaging and convenient but delivers the product in the way it was intended to be enjoyed. That success was built on close collaboration between our teams and our customer, led by senior packaging technologist, Sharon Brain.

We were equally thrilled to see Harry Dempster win the Sodiaal Cheese category with his ‘Brie Mi’ creation. The Sandwich Designer competition is a fantastic test of creativity, flavour understanding and practical product development. Harry produced an idea that was distinctive and memorable, while still feeling relevant.

Awards are wonderful but the real success is seeing talented people and cross-functional teams recognised for their creativity and hard work. Both achievements demonstrate what can happen when strong insight, brilliant food and technical expertise come together. 

FTG is a very exciting place. What trends are you seeing?

RP: FTG is incredibly dynamic. Consumers expect it to deliver the same excitement, quality and choice they would find in cafés, restaurants or on social media – but with the convenience and value that the category has always provided.

Several key trends are shaping innovation. Global flavours continue to influence, although consumers increasingly want more specific and authentic regional inspiration rather than broad interpretations of a cuisine. There is also demand for restaurant-inspired food, layered flavours, contrasting textures and products that feel freshly finished.

Health remains important but consumers are not prepared to compromise on enjoyment. The opportunity is to make healthier choices genuinely craveable, rather than worthy or restrictive. Fibre is going to be at least as big as protein, driven by the fibre gap, fibre maxing and fibre mixing. As consumers better understand its role, complex fibre combinations are likely to grow. Most people aren’t getting enough fibre – the average shortfall is about 10 grams. So, Samworth Brothers’ Food to Go team is developing high‑fibre wraps and salads, plus prebiotic dressings, to help close the gap.

Consumers also want accessible everyday value and affordable moments of premium indulgence. Snacking occasions are expanding, traditional meal boundaries are becoming less defined, and hot FTG continues to create opportunities. Ultimately, consumers want food that fits their lives, while still giving them a moment of discovery, comfort or enjoyment.

We see GLP-1 as a significant opportunity to develop FTG solutions for people with smaller appetites who prefer grazing throughout the day. That means creating smaller, nutrient-dense, high-protein options for occasions such as mid-morning and afternoon snacks.

What’s next for the business? 

RP: Pushing the boundaries of what FTG can deliver. We have a strong programme of innovation focused on brilliant food, greater choice and formats that respond to how consumers are actually eating.

We will continue working closely with customers and strategic partners, combining insight with creativity and manufacturing expertise. Our focus will span accessible everyday products, healthier choices, exciting global flavours and more premium, experience-led propositions.

I cannot reveal too much just yet but there is a great deal of energy across the business and some genuinely exciting food in development. The latter part of 2026 should give consumers and the wider industry plenty to look forward to. Christmas is coming!