Dufry Exclusively Launches Walker’s Shortbread’s New Global Travel Retail Range Worldwide

Dufry Exclusively Launches Walker’s Shortbread’s New Global Travel Retail Range Worldwide


Global Travel Retailer Dufry is partnering Walker’s Shortbread to launch its new Global Travel Retail range, to bring its iconic shortbread to over 55 travel retail sites worldwide.

As the largest global retail partnership in the brand’s history, the ambitious expansion will unveil a 19 strong gifting travel retail range in April, launching first in the UK, with a two-month exclusivity period across all UK Dufry sites.

Recognised globally as a mark of premium excellence, Walker’s has worked closely with Dufry to launch the new global range reimagined for today’s travelling consumer. The first-to-market range is the latest strategic step to evolve the brand in line with global customer and consumer demand, including invested focus across sustainability and digitisation.

The range will comprise of brand-new products, tailored market exclusives and updated lines from its current travel retail products. The recipes however remain exactly the same, using only the highest quality ingredients and delivering the world-class, all-butter taste Walker’s is renowned for.

Managing Director Nicky Walker says, “We are excited about the new launch, and I am delighted that the new range continues to represent Scotland at its finest. We are also delighted to continue our excellent partnership with a company that holds similar values and ambition to us. We have been operating in travel retail since 1975 and it remains hugely important to us that our heritage is both celebrated and respected as we continue to shape a stronger future by working with ambitious global companies such as Dufry.”

Philippe Moryl, Dufry’s Global Head of Category – Confectionery & Food added, “The launch of this new Global travel Retail range is another example of the way in which Dufry and its global brand partners are collaborating to adapt the travel retail offer to customers’ evolving lifestyle agendas. Not only do we bring travel retail exclusive products to our customers, but we also create a strong base for future growth focusing on quality, sustainability and digitalization. We are delighted to continue our journey with Walker’s and very much look forward to developing our collaboration beyond the UK and taking this category to the next level.”

With the investment of new technology and equipment, the range is reflective of Walker’s continued innovation in line with its commitment to sustainability including recyclable paper skillet across most lines, fully recyclable paper Sharing Bags, and fully recyclable Gifting Tubes with paper bases.

The new Walker’s Shortbread Global Travel Retail range will see the launch of a variety of gifting products such as Gift Tubes, a Shortbread Scottie Dogs Gift Box and a World of Walker’s Assortment Gift Box, featuring playful illustrations of iconic landmarks such as the Eiffel Tower, Taj Mahal and the Athens Acropolis as well as many others. The range will also include UK specific products, comprising of three Sense of Place Gift Boxes, each customised with illustrations of historical landmarks. Walker’s Royal Tins will also continue to be stocked across UK Dufry Stores including a new celebratory Jubilee Tin.

Following the exclusivity period, the new Walker’s Shortbread Travel Retail range will be rolled out across Global Dufry and wider Travel Retail outlets.

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