Walker’s Shortbread has launched Wee Chunkies, a new premium bite-sized shortbread range launching in WHSmith’s travel retail stores.
The range comprises two variants: Triple Chocolate and a travel retail-exclusive (TREX) Chocolate and Orange flavour, created specifically for the retailer. Both are available in 125g resealable tubs with a recommended retail price of £6 (US$8).
Featuring Walker’s signature all-butter shortbread recipe, Wee Chunkies combine bite-sized shortbread pieces with generous chocolate inclusions in a new indulgent format. The reusable tubs were designed to boost shelf appeal and drive on-the-go snacking and gifting occasions.
According to the brand, Wee Chunkies addresses growing demand for convenient, premium products that can be enjoyed during the journey or shared after travel.
The company cited market research from consumer insights firm Verve & Vypr which showed that 73% of consumers aged 18-34 responded positively to the product’s format and packaging.
Walker’s Shortbread Commercial Director Bryony Walker said, “Walker’s has long offered travellers a taste of Scotland to enjoy on their journey or to take home and we are thrilled to continue that legacy with Wee Chunkies.
“We’ve used our 128-year-old family recipe as the base for this perfect bite-size treat, adding a generous balance of indulgent additions like chocolate and zesty orange.
“The distinctive, resealable tub makes them ideal for sharing on the go or gifting to loved ones, offering the perfect comforting treat to bring home and gently warm for a freshly baked experience. It is an exciting innovation, and we are delighted to offer WHSmith shoppers something truly unique with the exclusive Chocolate and Orange flavour.” ✈
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel, our dual WeChat Video platforms and (coming soon) Xiaohongshu. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
