Mar 8, 2024   SOURCE: BusinessWire

Walker’s Shortbread Reveals Exciting New Tartan Packaging Celebrating the Brand’s Proud Scottish Heritage

Walker’s Shortbread is excited to reveal a packaging redesign to its core range of shortbread offerings. 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 a historic company delivery van, honoring the brand’s 125-year-old history while providing a revitalized offering more relevant to today’s consumer.

Attendees of Expo West 2024 in Anaheim on March 14 - 16 can get the first look at the new packaging range hitting shelves this spring by stopping by the Anaheim Convention Center, Booth #3091, which will also have a replica of the historic company delivery van.

“The Walker’s family recipes may have been handed down over five generations, but the brand is no stranger to innovation and our redesign is an important part of that,” said Joseph Gadaleta, Walker’s Shortbread US CEO. “This redesign supports the progression of a Scottish heritage brand, and our ambitious plans for growth, while also retaining a sense of our traditional appeal to loyal customers. It’s exciting and we look forward to what lies ahead as we continue to strengthen this historic brand into the future here in the US.”

Walker’s will celebrate this exciting moment by sponsoring the Expo West Friday Evening on the Plaza gathering on March 15 from 6:00 - 8:00 pm. Exhibitors and attendees will be able to enjoy live music while sipping Walker’s-inspired cocktails and sampling our delicious all-butter shortbread.

“This refresh marks another important milestone in Walker’s rebrand, bringing more of our range in line with our new look,” said Lisa Sherman, US Head of Marketing. “Our new design reflects our history and heritage as a brand, while updating our signature tartan in a way that feels impactful and fresh. We’re excited to share this new packaging at Expo West.”

The updated design will be reflected on products such as Walker’s best-selling, all-butter Shortbread Fingers, signature Shortbread Highlanders and Chocolate Chip Shortbread – the recipe for which has been passed down since Joseph Walker opened the business in 1898. It also features gluten-free options including the Gluten-Free Lemon & Ginger Shortbread and Gluten-Free Chocolate Chip Shortbread Rounds. This package refresh is part of a wider effort by Walker’s to bring the appeal of shortbread to the next generation of shortbread lovers. Packaging within this newly designed range is FSC® certified with items coming in recyclable cartons and trays, using material from well-managed forest and recycled sources.

Packaging may have a new look, but consumers can still expect the same all-butter taste they love from Walker’s Shortbread. Consumers will begin seeing this new packaging on retailer shelves this spring.

About Walker’s Shortbread

Walker’s Shortbread has been the ancestral home to Scotland’s highest quality shortbread for 125 years.

Established in Aberlour, Speyside, Scotland in 1898 by Joseph Walker, the company continues to be family owned and is now lead by the founder’s grandchildren and great grandchildren who faithfully maintain the tradition of producing the finest shortbreads, cookies, cakes and oat crackers while staying true to the original Walker’s recipes. Walker’s iconic shortbread recipe sets the global standard for shortbread with a simple but powerful philosophy of using only the highest quality of just four natural ingredients: creamery butter, flour, sugar and salt.

Known worldwide for its quality and excellence, Walker’s has also been acknowledged with a Royal Warrant of Appointment in 2002 and 2017 to supply oatcakes and shortbread (respectively) to the Royal Family Household.

All Walker’s shortbread products are free from artificial color, flavorings and preservatives, certified Kosher (OUD), and suitable for vegetarians; a wide range of gluten-free products are also available. Exported to over 120 countries worldwide, learn more about Scotland at its Finest at https://us.walkersshortbread.com.