STORY: Walkers Shortbread launches global retail travel range

Walker’s Shortbread is launching a new global travel retail range, partnering with global travel retailer Dufry to bring its shortbread to more than 55  sites worldwide.

As the largest global retail partnership in the brand’s history, the expansion will unveil a 19-strong gifting travel retail range in April, launching first in the UK, with a two-month exclusivity period across all UK Dufry sites.

The range will comprise of brand-new products, tailored market exclusives and updated lines from its current travel retail products. The recipes however remain the same.

The premium gifting range will be the first to house a QR code on pack. Linking to a dedicated landing page providing specific information on the product purchased, the multilingual platform will also provide an illustrative summary across Walker’s sustainability milestones and responsible business practice targets. The digital infrastructure will also allow bespoke retailer promotions and consumer engagement driving activity across all markets. 

“We are excited about the new launch, and I am delighted that the new range continues to represent Scotland at its finest," says Walkers Shortbread managing director Nicky Walker.

"We are also delighted to continue our excellent partnership with a company that holds similar values and ambition to us. We have been operating in travel retail since 1975 and it remains hugely important to us that our heritage is both celebrated and respected as we continue to shape a stronger future by working with ambitious global companies such as Dufry.”

The new Walker’s Shortbread Global Travel Retail range will see the launch of five Gift Tubes (Shortbread Thistle Rounds, Chocolate Chip Shortbread, Highlanders, Oat Shortbread and Salted Caramel & Chocolate Shortbread 200g), Shortbread Petticoat Tails Gift Box (225g), Shortbread Scottie Dogs Gift Box (150g), World of Walker’s Assortment Gift Box (320g), featuring playful illustrations of iconic landmarks such as the Eiffel Tower, Taj Mahal and the Athens Acropolis, and refreshed best-sellers Shortbread Fingers Twin Pack (750g) and two Sharing Bags available with Shortbread Fingers and Chocolate Chip Shortbread (250g).

The range will also include UK-specific products, comprising three Sense of Place Gift Boxes, each customised with illustrations of historical landmarks including Edinburgh Castle (containing Thistle Shortbread, 200g), Big Ben, amongst other London landmarks and including Union Jack Shortbread (175g) and Tower Bridge, also containing Union Jack Shortbread (175g). There will also be dedicated London and Scotland World of Walker’s Assortment Gift Boxes (320g) and two Gift Tube Triple Packs (‘Classic Scotland’ and ‘Decadent Favourites’). Walker’s Royal Tins will also continue to be stocked across UK Dufry Stores including a new celebratory Jubilee Tin.

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