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Walker’s Shortbread Unveils Redesigned Logo, Packaging


Walker’s Shortbread has revealed a reimagined logo, packaging redesign and its updated festive range holiday product offerings in honor of the brand’s 125th anniversary.

“Family owned and run since 1898, an important detail within our new logotype is the inclusion of an apostrophe to emphasize our pride in our heritage and create a stronger consumer association with our founder Joseph Walker whose signature is on our package and whose recipes we still use today,” said Nicky Walker, managing director and third-generation member of the Walker’s family.

“Our inspiration for the new festive range draws from our history and also reinforces our commitment to providing a diversified holiday product offering in order to meet a wider audience of consumers and their changing needs for gifting and entertaining in the holiday season ahead.” 

The updated products are housed in a festive design and available in a multitude of offerings, as well as special gifting options like stocking stuffers and assortment boxes. Holiday favorites such as its festive shapes, gingerbread men and mince pies will feature packaging with illustrative holiday designs.

“It’s a hugely exciting time for Walker’s – as we honor the family’s heritage with our new logo and packaging updates and celebrate 125 years,” said Lisa Sherman, U.S. head of marketing.

“We’re delighted to share our newly designed festive range with you at this year’s Winter Fancy Food Show and hope you’ll enjoy the delicious shortbread baked in our Aberlour village bakery.” 

Attendees of the 2023 Winter Fancy Food Show in Las Vegas on Jan. 15-17 can get the first look at the new products hitting shelves this fall, as well as a sneak peek on additional 2023 product innovations by stopping by the Las Vegas Convention Center, West Hall and Booth No. 901.

Established in Aberlour, Speyside, Scotland, in 1898 by Joseph Walker, Walker’s Shortbread continues to be family-owned and is lead by the founder’s grandchildren and great grandchildren who maintain the tradition of producing shortbreads, biscuits, cakes and oatcakes with the original recipes. All Walker’s 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.

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