The family-owned company, based in the Scottish Highlands with 125 years of history, has witnessed an increased appetite for its products in travel retail, as tourists reach for products which are rooted in history and cultural heritage.

The company’s global travel retail (GTR) range, introduced in March 2022, has become a significant growth driver. The products, now sold in over 30 global markets, experienced increased demand in the UK and abroad, with self-purchasing rising from 46% pre-pandemic to 53% in Q1 2023.

According to recent research, 40% of people say they’re more likely to try local delicacies when they visit a new country as opposed to familiar foods, while 69% of people say this makes them feel they’ve had a more authentic travel experience.

Nicky Walker, managing director at Walker’s Shortbread, said: “Shortbread is synonymous with Scotland, and it’s wonderful that travel and tourism is helping to drive demand for this product, putting Scotland on a world stage.

“With a history spanning 125 years, Walker’s has transformed from a village bakery into an internationally renowned business, demonstrating the longevity of the brand which continues to thrive despite challenging market conditions and ongoing demand for heritage products of this kind.

“Walker’s recently expanded its offering and incorporated sleek new branding with today’s consumer front of mind – and GTR has been an important part of this. We remain committed to producing high-quality products which have Walker’s heritage at its core, ensuring we reach more consumers across more markets.”

To meet this growing demand, Walker’s is launching an August campaign focused on Scottish heritage, coinciding with peak visitor numbers at the Fringe Festival. This includes an experiential pop-up at Edinburgh Airport and marketing activities at train stations across the UK.

The Edinburgh airport pop-up features a structure of Edinburgh Castle made of 2,933 shortbread pieces, created by UK food artist Prudence Staite. at Edinburgh Airport, which coincides with the Edinburgh Fringe Festival. Additionally, marketing is extended to 63 WHSmith stores, including key stations in Scotland and London, from 3rd to 23rd August.

Mr Walker added: “We’re thrilled to bring this brand experience to Edinburgh Airport, demonstrating our growing ambitions in this space.

“We look forward to bringing more brand-led experiences of this kind to consumers, and to welcoming more people to the world of Walker’s, knowing that wherever their next destination, they are taking home Scotland at its finest.”