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Scottish bakery brand Walker’s Shortbread is entering the indulgent snacking category with the launch of Wee Chunkies, a new heatable shortbread format designed to capitalise on growing demand for premium shareable treats and evening snacking occasions.
The new product line marks a format innovation for the 128-year-old family-owned business combing the company’s traditional all-butter shortbread recipe with chunky inclusions in bite-sized pieces packaged in resealable sharing tubs.
Available in two varieties, Triple Chocolate and Chocolate & Caramel, the products are designed to be gently reheated at home to recreate the aroma and texture of freshly baked shortbread.
The launch reflects broader momentum in the sweet biscuits and indulgent snacking categories as brands increasingly target consumers seeking convenient ‘treats for tonight’ purchases and at-home sharing experiences.
According to the company, shopper missions centred around immediate indulgence and evening treats have grown by more than 7.5% over the past year. Walker’s said the format also performed strongly among younger consumers, with 73% of shoppers aged 18 to 34 responding positively to the product.
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-sized treat with generous indulgent additions like caramel and chocolate.”
The company is positioning the product around social and casual consumption occasions, including picnics and relaxed evenings at home. The resealable tub format is intended to support portability and sharing while delivering stronger shelf visibility.
The Triple Chocolate variety combines milk and dark chocolate inclusions within crumbly shortbread bits, while Chocolate & Caramel incorporates caramel pockets and Belgian chocolate pieces.
Wee Chunkies are available at Waitrose and will launch in Sainsbury’s beginning 24 May with a recommended retail price of £2.50.