TENBY sees the very welcome return of Trulys Sandwich Shop on South Parade run by daughter and mother duo Ruby Goodrick and Nicola Goddard.

Nicola started the business in 2001 on the South Parade, originally named Truly Scrumptious, instantly becoming popular with locals and businesses who enjoyed the fine fare of baguettes, sandwiches and cakes. The business was sold in 2014. Earlier this year the opportunity arose for Ruby to take over the lease and to bring Trulys back to Tenby; amazingly the former premises had become vacant so they literally went back to base.

As a child, Ruby always used to assist her mother in the business. After leaving school she went on to train as a primary school teacher but it didn’t take her long to realise that her heart was in the business. And now it is her mother helping her!

Tucked into a cosy corner of South Parade, Tenby, Trulys Sandwich Shop is a local favourite, beloved for its warm, no-fuss vibe and seriously good sandwiches. The shop’s tagline on social media calls it “the home of the Chinese chicken,” hinting at one of its standout fillings — but that’s just the beginning.

From the counter, you can call ahead to place an order for pick-up — ideal for a quick lunch before heading out to enjoy the coast.

Their opening hours are Monday to Saturday, 10am to around 2.30pm.

What makes Trulys special?

• Generous, flavourful fillings — The Chinese-chicken baguette is a local classic, but regulars also praise the variety of other sandwich options.

• Welcoming, family feel — The shop is run locally; community response reflects a continuity of care, with the current owner returning to re-open the place.

• Affordable and friendly — According to reviews, Trulys offers “amazing food, affordable prices, lovely staff and the tastiest baguettes in Tenby.”

The scrumptious menu includes a variety of sandwiches and baguettes on a choice of white, brown or granary bread and includes salads — also burgers, baked potatoes and pasta salad boxes at very reasonable prices. A variety of hot and cold drinks are also available.

This time of year is officially soup season. A sure favourite is tomato and basil.

If you’re after a genuinely local spot for a hearty, handcrafted sandwich that feels more home-cooked than mass-produced, Trulys is a solid choice. It’s the kind of place that knows its regulars, moves quickly, and delivers bold flavours (especially with that Chinese chicken).

Whether you’re grabbing a bite before hitting the beach in the summer or looking for a laid-back lunch stop, this little shop delivers.

Call 07772 271741 to pre-order and 07960 840920 on Mondays.

Follow Trulys on Tiktok - @trulystenby or Facebook.