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The World’s Finest Shortbread…

  • Walkers Shortbread is the leading brand in the Shortbread market with a 37% share and growing (+1.2% YOY).
  • Shortbread outperforms the Total Market in the Independent Channel, particularly in High Street stores, Petrol and Travel outlets and remains well ahead of total biscuit market performance.
  • Walkers' attention to quality and baking heritage is driving consumer preference and loyalty in these market segments.
  • In a broadly flat market consumers are changing and switching from core everday biscuits to more premium biscuits.
  • Walkers provides Scottish authenticity, backed by premium product presentation.
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