Walker’s Shortbread launches a new snacking option.

Walker’s Shortbread has introduced a new twist on its classic product with the launch of on-the-go snacking bags featuring mini, bite-sized pieces. Perfect for enjoying while traveling or for sharing with family, friends, and colleagues, these new snacks offer a convenient way to savor Walker’s iconic all-butter shortbread.

Walker’s Shortbread launches a new snacking option with its Wee Shorties range, which takes the brand’s famous shortbread and shrinks it into mini sizes for enjoyment anywhere, anytime. The initial offering includes two SKUs: Wee Shorties Mini Shortbread Fingers and Wee Shorties Chocolate Chip, both available in a 15-bag multipack, sold exclusively at WHSmith Travel within Global Travel Retail (GTR).

With the GTR channel experiencing significant growth over the past year, Wee Shorties aims to build on this success by targeting new consumption occasions and appealing to a younger audience of shortbread enthusiasts. The portable, snack-sized format is designed for busy shoppers looking for a delicious, high-quality snack that’s easy to carry without sacrificing flavor.

To support the launch, Walker’s is rolling out an integrated campaign, including consumer engagement, influencer partnerships, and social media activations, all centered around uncovering the nation’s snacking habits while on the go.

Nicky Walker, managing director at Walker’s Shortbread, stated: “At Walker’s, we’re passionate about showing the world how exciting and versatile shortbread can be. Wee Shorties is the perfect example of that. They say the best things come in small packages, and with Wee Shorties, that’s certainly true.

“With its snackable format, Wee Shorties fits seamlessly into the lives of commuters and travelers, all while delivering the same quality and taste that Walker’s shortbread is renowned for. The individual serving sizes also cater to the growing trend for mindful snacking, allowing consumers to enjoy the Joy of Shortbread in moderation without compromising on flavor. It’s shortbread at its finest.”

This launch follows Walker’s recent rebranding and packaging redesign, which celebrates the company’s Scottish heritage and supports its goals for future growth.