Walker’s Shortbread Targets Younger Shoppers With New Wee Chunkies Launch

Walker’s Shortbread has launched Wee Chunkies, a new bite-sized shortbread format designed for sharing and at-home heating, as the Scottish manufacturer looks to build on demand for premium evening treats.

The new product uses Walker’s all-butter shortbread as a base, with chunky inclusions added to each piece. The range is available in two varieties: Triple Chocolate, made with milk and dark chocolate, and Chocolate & Caramel, which includes caramel and Belgian chocolate.

The product is packed in a resealable share-sized tub and is intended to be gently reheated at home, creating a freshly baked shortbread aroma and a warmer eating experience.

Walker’s said the launch responds to growth in sweet biscuits and more frequent shopper missions for immediate evening and weekend treats. According to the company, “treats for tonight” shopper missions have increased by more than 7.5% over the past year. Shopper research cited by Walker’s found that 75% of consumers said they would enjoy Wee Chunkies while watching TV, while 72% said they would share them with family or friends.

The company also said the product format performed strongly with younger consumers, with 73% of 18–34-year-olds finding the design appealing.

“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,” said Bryony Walker, Commercial Director at Walker’s Shortbread.

“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 available in Waitrose and are scheduled to launch in Sainsbury’s from May 24. The recommended retail price is approximately EUR 2.90 / USD 3.20, converted from GBP 2.50.