In a marketplace teeming with cookie and biscuit brands vying for consumer attention, Walker’s has emerged as a paragon of enduring success in the US.
Founded in 1898 in Aberlour, Speyside, the company has remained family-owned and operated for over 125 years, while its ethos – meticulous adherence to a simple, all-butter shortbread recipe – has remained unchanged. This is the cornerstone of the brand’s global appeal, particularly in the US, where it’s carved out a presence since 1976.
This success was recently acknowledged by the American Scottish Foundation, which bestowed the prestigious 2024 Wallace Award on Sir Jim Walker CBE for his part in the company’s accomplishments across the pond.
Walker’s established its first international office in the US – in 1995 – signalling the country’s importance to the brand’s long-term growth strategy. Today, the continent is Walker’s most significant market, a status achieved through a blend of tradition and innovation that resonates with American consumers.
“Receiving such a special award is extremely satisfying to me, having travelled consistently to the United States each year for over 45 years,” Sir Jim told Bakery&Snacks.
“It reinforces to our customers that we really are a family company.”
Expanding the market with modern touches
Adapting its timeless recipes to meet evolving consumer preferences has been pivotal to Walker’s US success.
While its classic shortbread remains a flagship product, the company has introduced a range of new offerings, including a gluten-free line catering to dietary-conscious consumers. These adaptations have broadened its appeal, capturing a new generation of shoppers without alienating its loyal base. Seasonal offerings like festive tins and mince pies further strengthen its position as a go-to brand for special occasions in American households.
“Our focus was to continue the strategies that made us successful in our home market – the use of the finest ingredients available with no artificial flavourings, colourings or additives – enthusiastically marketing a superior product,” Sir Jim told us.
“There have been times when, as a growing seasonal business, we’ve had problems with supply chain issues: especially in the past three years with the impact of Covid, the war in Ukraine and the closure of the Red Sea as a shipping route.
“However, we’ve never changed the recipe of our core products and worked hard to maintain their quality, taste and consistency over many years.”
In addition to new product lines, Walker’s has deliberately embraces packaging that highlights its heritage. The tartan design celebrates its Scottish roots, creating a sense of authenticity and premium value that Americans love.
Forging retail partnerships
Walker’s has also excelled in building a robust distribution network in the US.
By partnering with major retailers, specialty food stores and e-commerce platforms, it has ensured its products are accessible to Americans across the nation. Its presence in both mass-market and niche retail channels reflects a strategic balancing act: maintaining exclusivity while ensuring scale.
According to Walker's CEO Joseph Gadaleta, these partnerships are central to the company’s US strategy.
“Our commitment to quality has earned the trust of retailers and consumers alike,” he said.
“We’ve made significant investments in local distribution and marketing to strengthen our brand presence here, and we’re seeing the results in continued growth.”
Recognition of leadership
Sir Jim Walker’s receipt of the 2024 Wallace Award highlights his leadership in forging the bond between Scotland and the US.
The grandson of the company’s founder Joseph Walker, Sir Jim was born in Elgin and raised in Aberlour, Speyside. He joined the family business in 1962 – which was then still just a village bakery – and alongside brother Joe and sister Marjorie, transformed it into the UK’s largest family-owned biscuit manufacturer, exporting to around 100 markets worldwide and employing approximately 1,500 staff at peak times across its six Speyside factories.
Throughout his tenure, Sir Jim was responsible for Walker’s sales, marketing and export business. Under his leadership, the company became the only UK food manufacturer to have won the Queen’s Award for Export on four occasions. Additionally, it was granted the Royal Warrant for the supply of oatcakes to the Queen in 2001 and for shortbread in 2017.
In recognition of his exceptional services to the food industry, Sir Jim was awarded a CBE in the 1998 New Year Honours List and was knighted in 2022.
On 1 November, he received the Wallace Award from the American Scottish Foundation at its Annual Dinner in New York City, further acknowledging his contributions to transatlantic relations.
Walker’s US success
The rise of Walker’s in the US is not just a solid business story but a lesson in brand-building, cultural adaptation and resilience.
Entering a saturated market with entrenched competition, Walker’s differentiated itself through it focus on its mission to share a piece of Scotland with the world. Every box of Walker’s Shortbread serves as an ambassador of Scotland’s culinary and cultural heritage.
The company’s ability to honour this heritage while meeting modern consumer – such as the launch of its gluten-free products, for example – demonstrates its agility in addressing contemporary dietary trends. Similarly, the packaging redesign leverages its heritage in a market where storytelling is as important as product quality. The refreshed packaging was unveiled in March: maintaining the red tartan of Clan Grant – to reflect the company’s roots in Aberlour – and sporting a new logo inspired by a historic company delivery van to honour its 125-year history.
“It’s very important that we stay true to the recipes, originally developed by my grandfather Joseph Walker, that we built our success on and are loved around the world but we understand the need to be constantly innovating and meeting evolving consumer demands,” added Sir Jim.
“Shortbread is a specialty niche and we aim to make it as widely available to as many people as possible. Our shortbread is vegetarian, Kosher and we have a gluten-free range, which is very popular with American consumers.”
Walker’s quest to ‘conquer’ global markets is far from complete, and the company has ambitious plans to broaden its product range and strengthen its presence in the US market.
For over a century, Walker’s has demonstrated that quality and authenticity are timeless: its story serving as an inspiring example of how legacy brands can remain relevant, resonant and revered in one of the world’s most competitive markets.
“Our vision for Walker’s Shortbread is to remain an independent family-owned business based in Speyside, Scotland, and to achieve this through sustainable profitable growth,” Sir Jim told Bakery&Snacks.
“Long term sustainability with strong CSR credentials is key to everything we do, growing our sales steadily by providing the consumer with the finest shortbread available.”