Kavli Group has unveiled fresh packaging for its Primula range of squeezy cheese tubes in the UK, in a move to highlight the products’ real added ingredients.
The new design, which was developed directly with consumers, boasts updated photography and colours and draws attention to Primula’s high cheese content.
Serving suggestions on each tube have been updated to reflect modern taste preferences and highlight Primula’s use in both hot and cold foods.
Colour coding aims to help consumers recognise different flavours, while all tubes have been branded with the Union Jack flag to showcase that Primula is made in Britain. Packs also carry the ‘no artificial colours, flavours or preservatives’ messaging.
Lisa Thornton, head of marketing at Primula, said: “We’re delighted to unveil our brand new look for Primula. We worked extensively with our consumers to deliver a design that highlighted the elements that were key in the buying decision for them.
“The bold, colourful look reflects our playful, fun nature but also drives home the messaging that Primula is made with real cheese and real added ingredients.
“It was also really important for us to highlight that we’re proudly made in Britain. Our colleagues in Gateshead in the northeast work tirelessly round the clock to deliver millions of tubes to supermarkets across the UK and Ireland to ensure everyone gets their Primula fix.”
A five-week Primula advertising campaign has started on ITV to demonstrate the cheese’s many uses.
The squeezy cheese range includes flavours such as cheese ‘n’ chives, cheese ‘n’ ham, cheese ‘n’ prawns, and cheese ‘n’ smoked salmon. They are on sale with a recommended retail price of £1.45.
In the UK, the Kavli Group also owns goat’s milk producer St Helen’s Farm and pâtés maker Castle MacLellan.
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