Walker’s Shortbread has launched a new multipack snacking range, called ‘Wee Shorties’, transforming its iconic shortbread into on-the-go snack bags filled with bitesize pieces.
Available now in Sainsbury’s and Ocado, Wee Shorties ‘Shortbread Fingers’ transforms Walker’s finest all-butter shortbread into delicious mini-sized pieces. Packaged into convenient snack bags, they are perfect as on the go nibbles, or for popping into travel bags and packed lunches.
With UK sales for Walker’s increasing by 23% in 2022, Wee Shorties aims to deliver further success by tapping into new consumption moments to recruit the next generation of shortbread lovers. The snackable format will appeal to shoppers looking for a tasty but easily transportable snack that doesn’t compromise on taste and quality.
To support the launch of Wee Shorties, Walker’s is running an integrated campaign with consumer, influencer and social media activations to reveal the nations snacking habits and the value of taking a break.
Nicky Walker, managing director at Walker’s Shortbread, 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 this product can be. Available in a convenient, snackable format, Wee Shorties fits in with commuters and families’ busy lives, while delivering the same great taste and quality that Walker’s iconic shortbread is known for.
“Our shortbread is produced to our original recipe, using just four ingredients, butter, flour, sugar, and a pinch of salt. The individual serving sizes also appeals to growing consumer demand for more mindful snacking options, which means consumers can still experience the joy of Shortbread as part of a balanced diet. They say the best things come in small packages and with Wee Shorties we hope that really is the case.”
The launch follows the recent announcement of Walker’s brand refresh and packaging redesign, which aims to celebrate the brand’s Scottish roots while supporting its ambitions for future growth.
