Walker’s Shortbread launches travel friendly Wee Shorties snacking range

By Faye Bartle |

Walker's Shortbread

Wee Shorties are on shelf exclusively in GTR with WHSmith Travel. 

Walker’s Shortbread has launched Wee Shorties, a new snacking range featuring its signature all-butter shortbread in mini bitesize pieces, presented in handy on-the-go snacking bags.

The new format is being billed as ideal for snacking on-the-go, including while travelling, as well as a top choice for gifting.

Two initial SKUs are being introduced as part of the Wee Shorties range: Wee Shorties Mini Shortbread Fingers and Wee Shorties Chocolate Chip, both available as a 15 bag multi pack, on shelf exclusively in WHSmith Travel within global travel retail (GTR).

Walker's Shortbread

A campaign to reveal the nation’s snacking etiquette supports the launch of Wee Shorties.

Walker’s Shortbread has seen ‘proficient growth’ in GTR over the past year, says the company.

Now, with Wee Shorties, it is seeking to tap into new consumption moments with an aim to ‘recruit the next generation of shortbread lovers’.

To support the launch of Wee Shorties, Walker’s is running an integrated campaign with consumer, influencer and social media activations designed to reveal the nation’s snacking etiquette when it comes to snacking on the go.

“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,” said Nicky Walker, Managing Director at Walker’s Shortbread.

“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.”

The launch follows the recent announcement of Walker’s brand refresh and packaging redesign, which celebrates the brand’s Scottish roots while supporting its ambitions for future growth.

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