NEWS RELEASE
September 2009
A SQUEEZE OF CHEESE IN THE FREEZE
Primula support extreme Arctic expedition
Once again proving that its cheese can literally be consumed anywhere, anytime by anybody, leading squeezy cheese brand Primula is supporting an extreme expedition into a largely untouched Arctic island.
The ten-week expedition into Svalbard, just 600 miles from the North Pole, has been organised by the British Schools Exploring Society (BSES) and will run from April until June. Primula is providing tubes of squeezy cheese for the expedition, which will be rationed out amongst a team of 30 ambitious explorers.
BSES Expeditions, a youth development charity, has organised the trip with the aim of providing a ‘once in a lifetime’ experience for a group of young explorers. Living in the wilderness, including snow caves and tents in sub zero temperatures, they will conduct glaciology and geology fieldwork on one of Europe’s last remaining true wilderness areas. Living in such extreme conditions will be an adventure in itself, aided by Primula cheese which will help provide the necessary food rations and energy required for survival.
Patrick O'Hara, BSES Expedition Co-ordinator, commented: “Expedition food can be a difficult thing to get right, especially when you have temperatures down to -30˚C to contend with. BSES Expeditions is extremely grateful to Primula for supporting our latest expedition to the Arctic with their handy tubes full of squeezy cheese. The team really look forward to a savory snack because so much of their diet is sweet to maintain a high calorie content. When you are freezing cold, hungry and can’t remove your gloves for fear of frostbite, it is especially important to know you have a snack that is easily accessible and easy to eat, which is why Primula is great!”
The exploration team are taking an assortment of Primula cheese flavours, including Cheese, Cheese and Chive and Cheese and Ham. Due to Primula’s convenient tube packaging, the cheese can be consumed straight from the tube and carried easily in a backpack, ideal for expeditions and for those who enjoy active lifestyles, prompting the Primula tagline ‘Anywhere, Anytime, Anybody’.
“We are delighted to support such an exciting expedition. The BSES is a fantastic organisation providing young people with a unique experience and a tremendous opportunity to learn. Primula is an ideal companion for such a trip, it is easy to carry, no fuss and no mess,” said Craig Brooks, Marketing Director of Kavli.
ENDS
For further information please contact Andy or Sujarda at Karol Marketing Group on 0191 265 7765 or email andyw@karolmarketing.com / sujarda@karolmarketing.com
About Primula
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.
The recipe for Primula’s famous spreadable cheese is a closely guarded secret. The original recipe was created in 1924 by Olav Kavli in Bergen, Norway and is still used today at the Kavli factory in Gateshead over 80 years later. In recent years Primula has resisted the move taken by other brands into cheaper, reduced cheese recipes and has geared its marketing effort to celebrate its cheesy credentials.
Today Primula continues to offer consumers its traditional values of convenience, versatility and great taste. As a good source of calcium and with a lower fat content than ordinary hard cheese, Primula cheese is perfect for quick, wholesome snacks.
Kavli Ltd manufactures a range of spreadable cheese and dips from its Gateshead site under the Primula brand and under the Weight Watchers licence. The company also owns Castle MacLellan Foods, based in Kirkcudbright, proud makers of exquisite Scottish pates made from the finest local ingredients.
The Kavli Group is fully owned by the Kavli Foundation, a charitable trust which supports research, humanitarian and cultural projects worldwide.
Please visit: www.primula.co.uk / www.kavli.com
