STORY: Walker’s Shortbread announces Sainsbury’s listing
Walker’s Shortbread is bringing its world-famous shortbread to Sainsbury’s stores nationwide this August.
Marking the first time the iconic brand has been listed with the retailer, an initial five strong range, including new to market products, will be available in stores nationwide and online.
Following the brand’s recent rebrand, the newly listed range will comprise of three core lines and two brand-new gifting lines, providing consumer choice and dual sales opportunities in line with both every day biscuit purchasing, as well as gifting occasions throughout the year including Christmas.
Steve McCarney, Commercial Director at Walker’s Shortbread, says, “Being available in Sainsbury’s marks a big step in the continued evolution of the company and brand, as well as recognition of its excellence and iconic status in the UK. Going from a village bakery in the Speyside village of Aberlour in 1898, to a nationwide distribution in over 500 Sainsbury’s stores, ensures we can continue to meet consumer demand in line with both our loyal customer base as well as appealing to new shoppers within the Biscuit category.”
The brand-new gifting line sees Milk Chocolate Coated Shortbread Fingers and Raspberry Shortbread Swirls join the rebranded Walker’s Shortbread range, whilst the three-SKU core range will be formed of Shortbread Highlanders, exclusive to Walker’s Shortbread, Walker’s Shortbread Fingers, the brands most iconic and world-famous product, and a brand-new Oat Shortbread, made with creamy Scottish oats.
Bryony Walker, Head of Sales, adds, “My family started baking in the Scottish Highlands over a hundred and twenty years ago, and as new products are added to the range, we continue to grow whilst holding true to our original values of quality, integrity and long-standing values. We believe these same values resonate with Sainsbury’s, where Walker’s can represent Scotland as its finest. We are thrilled to be working with Sainsbury’s to deliver wider distribution and availability for our Walker’s brand.”
Whilst Walker’s original, high-quality recipes remain unchanged and at the heart of the brand, the latest launches are part of a series of considered, phased changes, being designed to develop and modernise the Walker’s Shortbread brand to appeal to new and established audiences.
Sarah Macaulay, Head of Marketing, says: “The latest launches come as part of a wider, considered roll-out of the new brand identity for Walker’s Shortbread, with updates to the rest of the Walker’s product range taking place over the coming year. As with the recently launched rebranded gluten free range in Sainsbury’s, our new packaging reflects the brand’s unique heritage and Scottish provenance, but with a progressive and modernised design that’s set to appeal to the Sainsbury’s customer.”
The Walker’s Shortbread core range will be available in 591 Sainsbury’s stores nationwide and the two new gifting lines available across 370 stores from 1st August.
For more information visit www.walkersshortbread.com
