New indulgent, heatable format shows strong appeal with younger shoppers and aligns with 7.5% growth in “treats for tonight” shopper missions
Walker’s Shortbread, the 128-year-old family-run Scottish shortbread manufacturer, is introducing a brand-new product, with the launch of Wee Chunkies. Marking an exciting step forward for the brand, the launch offers a genuine innovation in format designed to meet growing shopper demands for premium, shareable treats.
Wee Chunkies represent an entirely new way to enjoy Walker’s world-famous quality. The signature all-butter shortbread acts as a base for a generous balance of chunky inclusions packed into every single bite-sized piece. Packaged in an eye-catching and convenient share-sized tub that ensures strong shelf standout, they are designed to be reheated gently at home, releasing the aroma and warmth of freshly baked shortbread, as though they’ve just emerged from Walker’s’ ovens in the Scottish Highlands.
Available in two flavour varieties the range includes Triple Chocolate and Chocolate & Salted Caramel. Triple Chocolate features a decadent blend of creamy milk and dark chocolate, creating a rich experience within a crumbly shortbread bite, while Chocolate & Salted Caramel features pockets of gooey caramel and smooth Belgian chocolate, baked into memorable shortbread bites.
Aligning with a period of growth in sweet biscuits, the launch comes as shoppers make more frequent trips for immediate ‘everyday-evening’ and ‘weekend-wind-down’ treats. Key market trends reveal ’treats for tonight’ shopper missions have increased by over 7.5% in the last year(1). Shopper research also confirms the products appeal, with three quarters (75%) of consumers agreeing they would enjoy Wee Chunkies while watching TV and 72% stating they would share them with family or friends(2).
Furthering the brand’s connection with a younger demographic of shoppers, the new product format has been shown to resonate strongly. Research found that 73% of 18–34-year-olds found the design appealing.
Bryony Walker, Commercial Director at Walker’s Shortbread, said: “For Wee Chunkies, we’ve used our 128-year-old family recipe as the base for this perfect bite size treat, with generous indulgent additions like caramel and chocolate.
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“Arriving just in time for summer, the resealable tub makes them perfect for sharing – whether at social occasions with friends like picnics, watching sports, or simply relaxing at home in the evening. And for an extra touch of indulgence, we highly recommend warming them up first.”
Wee Chunkies are now on shelves in Waitrose and will be available in Sainsbury’s from 24 May, with an RRP of £2.50.
