June 16 2024  |  Confectionery & Fine Foods

Walker’s Shortbread unlocks new snacking format with Wee Shorties

By Hibah Noor

Walker's Shortbread introduces its new Wee Shorties range

Walker’s Shortbread has underlined its ‘Joy of Shortbread’ strategy with the launch of Wee Shorties, an innovative snacking range that transforms Walker’s shortbread into on-the-go snacking bags with mini bitesize pieces.

The new line, which targets both self-treat and gifting, includes two initial SKUs, Wee Shorties Mini Shortbread Fingers and Wee Shorties Chocolate Chip, both available as a 15-piece pack, on shelf exclusively in WHSmith Travel within global travel retail.

Following proficient growth in the global channel over the past year, Walker’s Shortbread said 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.

The Wee Shorties launch follows the recent announcement of Walker’s brand refresh and packaging redesign

Nicky Walker, Managing Director at Walker’s Shortbread, 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 travelers 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.

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