UK. Walker’s Shortbread has collaborated with Dufry to launch a global travel retail range. The partnership sees the brand’s 19-piece line featured exclusively in the retailer’s UK stores for two months from this month.
The Walker’s range will roll out across the Dufry network, and other travel retail stores, from June.
Walker’s said the partnership is the biggest in the brand’s history in travel retail.
The brand owner said it worked closely with Dufry to present a range “reimagined for today’s travelling consumer”, to include new products, tailored market exclusives and updated lines from the Walker’s travel retail line-up. The brand’s shortbread recipe remains unchanged.
The launch is backed by a World of Walker’s campaign, with all in-store fixtures refreshed in line with the contemporary rebrand, including new permanent stands and bespoke point of sale marketing.
Dufry sites at Heathrow Terminals 3 and 5 will also see refreshed wall bay fixtures, incorporating digital screens. Seasonal tasting and sampling activations, to include Heathrow T2 and Gatwick’s South terminal, are planned later in the year.
The partnership will also be supported by global staff training and digital partnership programmes.
“The first-to-market range is the latest strategic step to evolve the brand in line with global customer and consumer demand, including invested focus across sustainability and digitisation,” Walker’s noted.
A new on-pack QR code links to product details on a multilingual platform which also highlights Walker’s sustainability milestones and responsible business practice targets.
“The digital infrastructure will also allow bespoke retailer promotions and consumer engagement driving activity across all markets,” Walker’s added.
Walker’s Shortbread Managing Director Nicky Walker said: “We are excited about the new launch, and I am delighted that the new range continues to represent Scotland at its finest.
“We are also delighted to continue our excellent partnership with a company that holds similar values and ambition to us. We have been operating in travel retail since 1975 and it remains hugely important to us that our heritage is both celebrated and respected as we continue to shape a stronger future by working with ambitious global companies such as Dufry.”
Dufry Global Head of Category – Confectionery & Food Philippe Moryl commented: “The launch of this new global travel retail range is another example of the way in which Dufry and its global brand partners are collaborating to adapt the travel retail offer to customers’ evolving lifestyle agendas.
“Not only do we bring travel retail exclusive products to our customers, but we also create a strong base for future growth focusing on quality, sustainability and digitalisation. We are delighted to continue our journey with Walker’s and very much look forward to developing our collaboration beyond the UK and taking this category to the next level.”
Walker’s said the new range reflects the brand’s commitment to sustainability, including the use of recyclable paper skillet across most lines, recyclable paper sharing bags and gifting tubes with paper bases.
Refreshed packaging, including a new ‘World of Walker’s’ label, gold embossing and iconic global landmarks across selected products, targets gifting and souvenir options.
The Walker’s Shortbread Global Travel Retail range – with prices ranging from £6 (US$8) to £15 (US$20) – includes five 200g Gift Tubes in Shortbread Thistle Rounds, Chocolate Chip Shortbread, Highlanders, Oat Shortbread and Salted Caramel & Chocolate Shortbread flavours.
The 225g Shortbread Petticoat Tails Gift Box, Shortbread Scottie Dogs Gift Box (150g) and World of Walker’s Assortment Gift Box (320g) feature illustrations of landmarks including the Eiffel Tower, Taj Mahal and the Athens Acropolis.
Refreshed best-sellers, Shortbread Fingers Twin Pack (750g) and two 250g Sharing Bags, with Shortbread Fingers and Chocolate Chip Shortbread flavours, are also included.
UK-specific products include three Sense of Place Gift Boxes, with illustrations of historical landmarks including Edinburgh Castle (containing 200g Thistle Shortbread), Big Ben and Tower Bridge, with 175g Union Jack Shortbread.
London and Scotland World of Walker’s Assortment Gift Boxes (320g) and two Gift Tube Triple Packs, with Classic Scotland and Decadent Favourites, also feature in the travel retail range. Walker’s Royal Tins, including a Jubilee Tin, will also be stocked across UK Dufry stores.
