Walker’s Shortbread reveals exciting new look, celebrating the brand’s proud Scottish heritage
Walker’s Shortbread has unveiled a packaging revamp of 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 ‘all year round’ range, which will be seen on shelf from April 2024 in Woolworths and Coles, followed by Independent stores across Australia. 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.
It is part of a wider effort by Walker’s to 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 125th 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 is hugely exciting, and we look forward to what lies ahead as we continue to strengthen an historic brand into the future.”
Revamped packaging includes iconic products such as Walker’s best-selling, all-butter Shortbread Fingers, signature Shortbread Highlanders, Thistle Rounds, and Chocolate Chip Shortbread - where recipes have been passed down since Joseph Walker opened the business in 1898.
It also features gluten-free options including Gluten Free Lemon & Ginger Shortbread, a delicious combination of sweet and spicy mixed in an all-butter bake, and Gluten Free 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 prouder 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, search www.walkersshortbread.com/about-walkers/
Botany Group are proud to be Walker’s appointed Australian distributor and to partner in such an iconic brand’s packaging revamp.
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