Forget the crackers, Gromit: Dean’s launches a range of Wallace & Gromit shortbread and biscuits

The Aberdeenshire-based bakers Dean’s has launched a collection of shortbread and biscuits in collaboration with Aardman Studio and its iconic characters, Wallace and Gromit.

The new range features five biscuit flavours, three special keepsake tins containing Dean’s melt in the mouth all butter shortbread and will extend to include an assortment tin in time for Christmas.

The biscuit range features postcard images of Wallace and Gromit on holiday at popular spots around the UK. Using these images as inspiration, Dean’s developed five biscuit flavours: chocolate chunk, stem ginger, oat and honey, strawberries and cream, and savoury cheddar bites. 

Dean’s managing director, Bill Dean, said: “We are incredibly excited to be launching this new range featuring Wallace & Gromit. Wallace & Gromit have enormous appeal across age ranges from eight 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.”

Adam Vincent-Garland, category manager, Interactive & Toys at Aardman added: “Just like the rest of us; Wallace & Gromit have been staying in the UK this year. But the unique partnership with Dean’s has allowed the duo to share beautiful images of their travels around the country.

“Along with some delicious complimentary biscuit flavours. Including; Honey and Scotch Oats beside the Loch Ness and Savoury Cheddar at the foot of Cheddar Gorge, to name just a few. 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 collaboration with Aardman for the Wallace and Gromit range follows in the footsteps of successful partnerships with Steven Brown Art in 2017, Oor Wullie in 2019 and Villager Jim in 2020.  

The Wallace and Gromit biscuits and shortbread are available to buy now from WH Smith travel retail stores, Harvey Nichols Foodmarket and on Dean’s website. 

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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