NEWS RELEASE
April 2009

PRIMULA LAUNCHES SOPHISTICATED SOFT CHEESE FOR SNACKING

Deli Tubes Set to Entice New Customers to Soft Cheese Market

Primula has extended its product offering with the launch of a brand new range of soft cheese. Available in three heavenly flavours, Soft Cheese, Soft Cheese with Cracked Black Pepper and Soft Cheese with Smoked Salmon, Primula Deli Soft Cheese introduces a fun, convenient and versatile format to the soft cheese market.

For the very first time, soft white cheese is available in a squeezy tube which adds a host of new benefits and uses to the consumer experience.

The tube, which includes a flip top lid for ease of use and a decorative star shaped nozzle for easy piping, is aimed at those who demand convenience, variety and flavour in their snacking – a demographic which has previously been overlooked in the soft cheese market.

Craig Brooks, Marketing Director of Kavli comments: “Our new Deli range will help to challenge traditional perceptions of soft cheese as a spread for home use or as an ingredient for cheesecakes. The appetizing flavours and squeezy format will open the category up to a whole new world of portable snacking and we’re sure it will soon become a shopping list staple.”

“The Deli range is ideal for simple snacks, elegant party foods and quick meals and its portable format means a no fuss, no mess transition from home to work without having to worry about spillage or spoiling. The tube format also keeps the contents fresher for longer, up to 14 days after opening, so will help to reduce food waste in the home.”

Using high quality ingredients the range is set to retail at around £1.29 per 150g tube and has a variety of uses from snack toppings on crackers, blinis and bagels to sandwich and hot potato fillings. Primula Deli Soft Cheese will be available in stores from April 2009.