Dufry Exclusive Launch in Partnership with Walker´s Shortbread

Dufry and Scottish manufacturer of shortbread, biscuits, cookies and crackers, Walker’s Shortbread, have partnered to launch the new Walker’s Shortbread Global Travel Retail range that will bring the iconic pastry to over 55 travel retail sites worldwide.

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

Recognized 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 digitization.

The range comprises brand-new products, tailored market exclusives and updated lines from its current travel retail range. 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.

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. Beyond adding another travel retail exclusive product launch to Dufry´s track record, this partnership showcases Dufry´s ambition to creating a strong base for future growth focusing on quality, sustainability and digitalization.

The new Walker’s Shortbread Global Travel Retail range sees 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 also includes UK specific products, comprising of three Sense of Place Gift Boxes, each customized with illustrations of historical landmarks.