SHORTBREAD is a reliably steady product, it’s never been greatly in fashion, but it’s never out of fashion either, says Jim Walker, joint managing director of Walkers.
But that doesn’t mean it lacks flexibility and innovation.
“We are working on our ranges continually to improve them and introduced a gluten-free shortbread last year,” he said.
“We have been very pleasantly surprised with the reaction, particularly on social media where one person said it was the first time they had enjoyed a biscuit in 10 years, since they went gluten-free.”
The Walkers range also includes snack-packs developed specially for convenience retail and food service. And the firm produces a wide range of seasonal and gift lines and often releases limited-edition tins to commemorate special events. The latest has been released to mark the Queen’s 90th birthday.
And while the firm stresses its long commitment to doing business with independent retailers it has also embraced some of the newest forms of distribution and communication.
“The company might be 150 years old but we like to keep up with the times,” Walker said.
“We are active on social media and have an online store.
“We have a very wide range of products and people appreciate that online they can get anything they want at any time.”
Jim and Joe Walker represent the third generation of the family to work at the firm and the next generation is also involved.