Walker’s offers latest snacking ‘on the go’ shortbread series
Scotland’s Walker’s Shortbread has delivered a fresh product innovation in adapting its core shortbread into on-the-go snacking bags with mini bitesize pieces for snacking while travelling, or to bring home as a sharing gift.
The brand, which has also recently unveiled what is believed to be the world’s first interactive shortbread vending machine at Edinburgh Airport in a project with World Duty Free travel retailers, has now moved to further expand its overall portfolio.
Wee Shorties is taking Walker’s finest all-butter shortbread icons and shrinking them down to mini size – to enjoy wherever and whenever. The shortbread maker is introducing two initial SKUs as part of the Wee Shorties range: Wee Shorties Mini Shortbread Fingers and Wee Shorties Chocolate Chip, both available as a 15 bag multi pack, on shelf exclusively in WHSmith Travel within Global Travel Retail (GTR).
Following proficient growth in the GTR channel over the past year, Wee Shorties is set to drive further success by tapping into new consumption moments to recruit the next generation of shortbread lovers. The snackable format will appeal to time-poor shoppers looking for a tasty but easily transportable snack that doesn’t compromise on taste and quality.
To support the launch of Wee Shorties, Walker’s is running an integrated campaign with consumer, influencer and social media activations to reveal the nations snacking etiquette when it comes to snacking on the go.
Nicky Walker, managing director of the business, said: “With so many great ways to enjoy shortbread, we’ve made it our mission at Walker’s to show the world just how exciting and versatile shortbread can be. They say the best things come in small packages… and with Wee Shorties that really is the case.
“Available in a convenient, snackable format, Wee Shorties fits in with commuters and travellers busy lives, while delivering the same great taste and quality that Walker’s iconic shortbread is known for. The individual serving sizes also reflect the growing demand for more mindful snacking without compromising on taste or quality, which means consumers can still experience the Joy of Shortbread in moderation. It really is shortbread at its finest.”
The launch follows the recent announcement of Walker’s brand refresh and packaging redesign, which aims to celebrate the brand’s Scottish roots while supporting its ambitions for future growth.
