Walker’s Shortbread introduces Wee Shorties snacking format

Wee Shorties Chocolate Chip is one of two packs available in travel retail exclusively with WHSmith

Walker’s Shortbread has launched Wee Shorties, an innovative snacking range that presents its popular treats as bitesize pieces in on-the-go snacking bags.

Wee Shorties offers two initial SKUs – Wee Shorties Mini Shortbread Fingers and Wee Shorties Chocolate Chip – both as 15-piece packs, available exclusively with WHSmith Travel in global travel retail.

Noting “proficient growth” in travel retail 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,” the company added.

To support the Wee Shorties launch, Walker’s is running an integrated campaign with consumer, influencer and social media activations.

Walker’s Shortbread Managing Director Nicky Walker describes the new Wee Shorties line as “shortbread at its finest”

Walker’s Shortbread Managing Director Nicky Walker 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 Walker’s brand refresh and packaging redesign, which aims to celebrate the brand’s Scottish roots while supporting its ambitions for future growth. ✈

Food & Beverage The Magazine eZine