For centuries, Scots have perfected the answer to a post-swim ritual: the 'Shivery Bite' – a warm, sweet snack enjoyed immediately after a cold swim. Yet new research uncovers that more than two thirds (68%) of UK beachgoers have never encountered the cherished custom.
For UK beachgoers, a proper paddle in the sea (34%) is essential, with most swimmers spending 15-30 minutes in the water before emerging cold, wet and hungry for warmth. More than a third (36%) identify that post-dip feeling as the best part of their beach visit, yet the vast majority have never encountered the 'Shivery Bite' – a custom Scots have perfected over centuries of braving chilly waters.
Meanwhile, when it comes to the perfect seaside day, individuals in the UK are passionate about: the sound of the waves (52%), fresh sea air (37%) and warm sunshine (31%). Most arrive well-prepared too, packing sandwiches (48%), a flask of tea or coffee (26%) and shortbread or biscuits (24%) as popular picnic essentials.
Walker's new Wee Chunkies range – bite-sized chunks of all-butter shortbread available in Triple Chocolate and Chocolate & Caramel – are designed to be enjoyed warm, releasing the aroma and warmth of freshly baked shortbread as though they've just emerged from Walker's ovens in the Scottish Highlands. They are the perfect ‘Shivery Bite’ for beachgoers needing a warming treat after emerging from the sea.
To celebrate the launch, this Bank Holiday Monday, Walker's Shortbread brought the cherished Scottish seaside custom to Brighton beachfront, where beachgoers were offered complimentary portions of warm Wee Chunkies at a beachfront pop-up to warm them up after a cold dip.
Bryony Walker, Commercial Director at Walker's Shortbread, said: "As a 128 year old family business based in the Scottish Highlands, we have plenty of customs that have been passed down through generations.
“The 'Shivery Bite' is one of those - the playful expression describes a tradition for families across many seaside locations. “Wee Chunkies are our way of sharing this cherished ritual with beachgoers across the UK who are missing out on enhancing one of their favourite seaside moments.”
Wee Chunkies are available to purchase online at Walker's Shortbread and are now on shelves in Waitrose and Sainsbury’s with an RRP of £2.50.
