Smokey Cheese is Primula’s Latest Squeeze – Primula has announced the latest addition to its squeezy cheese family, a delicious Smokey Cheese spread. Its launch follows a successful year for the £13m brand after marketing activity including its ‘anytime, anywhere, anybody’ campaign, and TV advertising assault in the run up to Christmas enticed consumers to try its famous cheese.
Such activity meant Primula enjoyed a very happy Christmas, experiencing a sales increase of over 25%. This, in turn, drove brand share to 20% and ended the year with a very positive +8% on annual growth against a static overall market.
“Although the mood in the economy is gloomy, we’ve seen our sales increase significantly this year as consumers adapt their purchasing habits and revert back to trusted, wholesome and good value brands,” said Craig Brooks, Marketing Director, Kavli, makers of Primula. “Smoked cheese has also experienced double digit growth recently, so we brought them together to make a winning combination.”
For a brand known for its taste and versatility, the new Primula Cheese tube offers even more choice to consumers, who use squeezy cheese in a variety of ways from a quick on the go snack to a vital ingredient in preparing party foods.
Available in Morrisons and Somerfield and rolling out to Sainsbury’s and Tesco in the spring, Primula’s latest offering will compliment its range of delicious, squeezy cheese which includes Cheese and Chive, Cheese and Ham, Cheese and Prawn and Plain Cheese.
“Smoked Cheese is very much in vogue at the moment,” continued Brooks. “So we expect our Smokey Cheese to go down well with our customers, and give our most popular flavour – Cheese and Chive – a run for its money.
“Primula, in its unique tube packaging, is the cheesiest spread you can squeeze,” he added. “Creating quick yet tasty meal solutions anywhere, anytime and for anybody.”
Primula Cheese is a leading household brand and the range consists of original Cheese, Cheese & Chive, Cheese & Ham, Cheese & Prawn in tubes and Primula Cheese in tubs. Primula Cheese & Chive Triangles represent the latest innovative addition to the range, with more to follow.
Kavli Ltd
Tel: 0191 497 0100
www.kavli.co.uk
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