Scottish shortbread brand Walker’s Shortbread has unveiled redesigned packaging for its core range of shortbread products.
The company says that it has maintained its red tartan branding while improving it with a more contemporary finish.
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Walker’s Shortbread’s new packaging design incorporates a logo inspired by a company delivery van, paying homage to the brand’s 125-year legacy while appealing to the modern consumer.
The redesign will be seen on the brand’s all-butter Shortbread Fingers, Highlanders, and Chocolate Chip products, whose recipes date back to the company’s founding in 1898.
It also encompasses gluten-free options such as Gluten-Free Lemon & Ginger Shortbread and Gluten-Free Chocolate Chip Shortbread Rounds.
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With sustainability in mind, the packaging is Forest Stewardship Council (FSC)-certified and features recyclable materials from responsible sources.
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By GlobalDataWalker’s Shortbread assures its customers that the all-butter taste of its shortbread products remains unchanged despite the rebranding.
The updated packaging is set to become available in retail settings in the coming months.
Walker’s Shortbread US CEO Joseph Gadaleta said: “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.
“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.”
The brand will celebrate the launch of its new packaging by sponsoring the Expo West Friday Evening at the Plaza event on 15 March 2024.
This year’s Expo West is being held from 14 to 16 March at the Anaheim Convention Center, US.
