Walker’s Shortbread, the venerable Scottish baking firm, is strategically launching its new ‘Wee Chunkies’ range by introducing a traditional Scottish post-swim custom, the ‘Shivery Bite’, to a wider UK audience. The initiative aims to connect with consumers through heritage and comfort, a key trend in the resilient British biscuit market. The launch comes as the company seeks to maintain growth in a dynamic economic landscape.
The ‘Shivery Bite’ – historically known also as a ‘Chittery Bite’ in some Scottish regions – refers to the practice of enjoying a warm, sweet snack immediately following a cold swim. This custom, deeply ingrained in parts of Scottish seaside culture, particularly in areas such as Fife, serves as a comforting ritual after braving chilly waters. However, recent research commissioned by Walker’s via OnePoll revealed a significant unfamiliarity with this tradition across the UK, with over two-thirds (68%) of British beachgoers reportedly never having encountered it, and only 9% being familiar with the term. This insight underpins Walker’s current marketing strategy, aiming to popularise the custom nationwide.
To coincide with the product’s debut, Walker’s brought the ‘Shivery Bite’ experience to Brighton beachfront on a recent Bank Holiday Monday, offering complimentary samples of the warmed ‘Wee Chunkies’ to sea swimmers and families. The new ‘Wee Chunkies’ are bite-sized, all-butter shortbread pieces available in Triple Chocolate and Chocolate & Caramel flavours, designed to be enjoyed warm to evoke the aroma of freshly baked shortbread. The product directly addresses a consumer desire for post-dip comfort, with 18% of beachgoers favouring a warm sweet treat to restore energy after a swim, alongside more common preferences like a toasty towel (49%).
This product innovation enters a robust, yet highly competitive, UK biscuit market, one of the largest in Europe, projected to reach a value of £3.6 billion by the end of 2025. The market is characterised by a strong demand for convenient snacks, premium and indulgent options, and continuous innovation in flavours and formats. Sweet biscuits, including shortbread, continue to be a staple, driven by cultural traditions like tea time. Walker’s Shortbread, a family-owned business founded in Aberlour in 1898, has grown significantly from its village bakery origins to become a global brand, exporting to over 100 countries and employing up to 1,500 staff across its Scottish Highlands factories.
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The company recorded a strong financial performance in 2024, achieving a record turnover of £201 million, a 9% increase, with operating profit rising by 23% to £16.1 million, driven by robust festive trading in the UK. However, the business faced headwinds in 2025, reporting a 2% drop in sales to £197 million and a reduced operating profit of £6.9 million. This dip was attributed to factors such as market volatility, cautious customer ordering, US tariffs, and escalating commodity prices, particularly for butter. In this challenging environment, new product developments like ‘Wee Chunkies’ and innovative marketing strategies, such as promoting the ‘Shivery Bite’, are crucial for maintaining market share and engaging consumers.
Bryony Walker, Commercial Director at Walker’s Shortbread, emphasised the brand’s heritage in this venture, stating: “As a 128-year-old family business based in the Scottish Highlands, we have plenty of customs that have been passed down through generations. The ‘Shivery Bite’ is one of those – the playful expression describes a tradition for families across many seaside locations. ‘Wee Chunkies’ are our way of sharing this cherished ritual with beachgoers across the UK who are missing out on enhancing one of their favourite seaside moments.”
The ‘Wee Chunkies’ range is now available online through Walker’s Shortbread and stocked in Waitrose and Sainsbury’s supermarkets, with a recommended retail price of £2.50.
