April 20, 2021
U.K.-based bakers Dean’s has announced a range of shortbread and biscuits in collaboration with animation studio Aardman and their characters “Wallace & Gromit.” The new range features five biscuit flavors, three keepsake tins containing Dean’s all butter shortbread and will extend to include an assortment tin in time for Christmas.
“We are incredibly excited to be launching this new range featuring ‘Wallace & Gromit,’” says Bill Dean, managing director, Dean’s. “’Wallace & Gromit’ have enormous appeal across age ranges from 8 to 80. Collaborating with such a well-loved British institution in this way will help introduce Dean’s baking to a wider customer base. It is exciting to think of a new audience engaging with the Dean’s brand and enjoying our shortbread and biscuits.”
The biscuit range features postcard images of “Wallace & Gromit” on holiday at spots around the U.K. Using these images as inspiration, Dean’s developed five biscuit flavors: chocolate chunk, ginger, oat and honey, strawberries and cream and savory cheddar bites.
“Just like the rest of us, ‘Wallace & Gromit’ have been staying in the U.K. this year,” says Adam Vincent-Garland, category manager, interactive and toys, Aardman. “But the unique partnership with Dean’s has allowed the duo to share beautiful images of their travels around the country… Working with Dean’s has been an absolute pleasure and we can’t wait to see the mouth-watering biscuits in stores coming soon.”
The “Wallace & Gromit” biscuits and shortbread are available to buy now from WH Smith travel retail stores, Harvey Nichols Foodmarket and on Dean’s website.
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