Walker’s Shortbread reveals exciting new look celebrating the brand’s proud Scottish heritage

• The business has unveiled a packaging revamp on its iconic shortbread
• The move is underpinned by the family-run business’ ambitions for future growth

Walker’s Shortbread has unveiled a packaging revamp on its iconic shortbread, with a new look which celebrates the brand’s proud Scottish roots and supports its ambitions for future growth.

The family-run business has refreshed its ‘Core’ shortbread range, with new items hitting shelves as of Q2, 2024. The packaging will be rolled out across the Walker’s core shortbread range, the Gluten Free shortbread range as well as snackable mini bags.

The packaging design retains Walker’s iconic, red tartan branding but with a stronger and more contemporary finish. The new Walker’s logo is taken from an old company delivery van, honouring the brand’s 125-year-old history, while providing a revitalised offering more relevant to today’s consumer.

Walker’s rebrand kicked off in 2020 with the business’ Grocery range, followed by a Global Travel Retail and Festive roll-out which commenced in 2022 and is continuing into 2024. It’s part of a wider effort by Walker’s to appeal to more markets and recruit the next generation of shortbread lovers, offering improved packaging with the same high-quality, all-butter product.

Nicky Walker, Managing Director at Walker’s Shortbread, said: “Walker’s Shortbread celebrated its 125^th anniversary last year. From humble beginnings, the business was born in the Scottish Highlands and has continued to grow with customers now all over the world, in close to 100 markets.

“The Walker’s family recipes may have been handed down over five generations, but we are no strangers to innovation and our rebrand is an important part of that. This redesign supports the progression of a Scottish heritage brand, and our ambitious plans for growth, whilst also retaining a sense of our traditional appeal for loyal customers. It’s hugely exciting and we look forward to what lies ahead as we continue to strengthen an historic brand into the future.”

The Core range features products such as Walker’s best-selling, all-butter Shortbread Fingers, signature Shortbread Highlanders, Thistle Rounds, and Chocolate Chip Shortbread – the recipe for which has been passed down since Joseph Walker opened the business in 1898.

It also features gluten-free options including the Gluten-free Lemon & Ginger Shortbread, a delicious combination of sweet and spicy mixed in an all-butter bake, and Gluten-free Chocolate Chip Shortbread Rounds.

Packaging within the range is FSC approved, with items coming in recyclable cartons and trays, using material from well-managed forest and recycled sources.

Steve McCarney, Commercial Director at Walker’s Shortbread, said: “Progression of a Scottish brand is at the heart of what we do at Walker’s. We couldn’t be more proud of our new packaging, and what it will help us achieve.

“The new range celebrates our proud Scottish roots but with a modern twist, which we know will prove popular with Walker’s consumers. This refresh marks another important milestone in Walker’s rebrand, bringing more of our range in line with our new look. Everyone at Walker’s is excited to see our new packaging hit the shelves.”

Walker’s much-loved shortbread recipe was created in the Speyside village of Aberlour where Walker’s remains to this day. Provenance, quality and heritage are so central to the Walker’s brand and is part of what makes it so popular across the globe.

For more information about Walker’s Shortbread’s history, click here.

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Issued on behalf of Walker’s Shortbread by Tree of Life Canada.

For press enquiries, please contact:

Serene Martin / serene.martin@treeoflife.ca/

Notes to Editors

Walker’s Shortbread Ltd was established 125 years ago in Aberlour, Speyside, Scotland. Still an independent family concern to this day, the company is headed by the founder’s great- grandchildren, who faithfully maintain the tradition of producing the finest shortbread, biscuits, cakes and oatcakes to original recipes using only the finest ingredients – a policy that has earned Walker’s a global reputation for quality and excellence.

Four times winner of the Queen’s Award for Export Achievement, Walker’s exports its distinctively packaged luxury bakery products to around 100 markets worldwide.

In 2017 Walker’s Shortbread were granted a Royal Warrant of Appointment from Her Majesty the Queen for the supply of shortbread to the Royal Household, following the granting of the Royal Warrant of Appointment by the Queen and Queen Mother in 2002 for oatcakes.

All Walker’s shortbread is made using only the finest ingredients possible and contains no artificial colours, flavourings or preservatives. They are certified Kosher (OUD) and are suitable for vegetarians.