UK. Walker’s Shortbread has unveiled Lemon Cheesecake Shortbread, an exclusive expression created in partnership with Avolta to celebrate Heathrow Airport’s 80th anniversary.
The celebratory special edition is available exclusively at World Duty Free stores across all Heathrow terminals until June, before rolling out more widely across Avolta’s global store network.
Priced at £7.50 (US$10), the new variant builds on the brand’s signature all-butter shortbread recipe, passed down through five generations. The Lemon Cheesecake flavour introduces a zesty citrus flavour profile balanced with creamy notes.
According to the brand, the flavour choice reflects broader consumer trends. Lemon ranked as the third most popular flavour in the global sweet bakery category, behind chocolate and vanilla (source: Doehler Trends, 2023).
The launch also coincides with the spring and summer trading period, when lighter, fruit-forward profiles typically gain traction (source: Symrise, 2022). The product achieved an 82% purchase intent score in pre-launch consumer testing (source: Vypr, 2024)
To support the launch, Walker’s Shortbread has introduced a high-profile promotion in Heathrow Terminal 3, running until 8 April. The activation features a bespoke animated video celebrating both the new product and Heathrow’s 80-year milestone, alongside sampling opportunities designed to drive trial and engagement.
Avolta UK Food & Confectionery Category Manager Jonathan McIvor commented: “Our goal is to surprise and delight travellers with unique finds they can’t get anywhere else. Launching the Walker’s Lemon Cheesecake Shortbread exclusively at Heathrow for its 80th birthday does just that.
“It turns a travel moment into a discovery, and it is a perfect example of how we partner with brands to elevate the passenger experience. We are delighted to host the high-profile promotion in Terminal 3 and are confident passengers will love this new flavour.”
Walker’s Shortbread Commercial Director Bryony Walker added, “Travel is full of big moments, but often it’s the small, simple pleasures that make a journey memorable.
“Our new Lemon Cheesecake Shortbread is just that – it’s a comforting bite of our family’s traditional recipe with a touch of zesty lemon and evoking the flavour of classic cheesecake.
“For us, travel retail is the perfect global stage to present this blend of heritage and modern indulgence. It’s where we can connect with international passengers, offering them a unique piece of our story. To bring this experience to life with great partners like Avolta for Heathrow’s 80th birthday, makes it particularly meaningful.”
“Celebrating Heathrow’s 80th birthday with an exclusive flavour from Walker’s Shortbread feels especially fitting as it brings together two names with rich British heritage,” added Heathrow Retail Director Fraser Brown.
“We are committed to making every journey better, and by working closely with partners like Walker’s Shortbread and Avolta we can offer passengers unique and memorable travel experiences they will not find anywhere else.” ✈
