Gateshead-based Primula Cheese has unveiled a brand new look for its popular cheese tubes following a year of outstanding category growth in both volume and value.

The Team Valley-based cheese brand recently completed a two year-long development process which involved extensive customer consultation. As a result the well-known squeezable cheese tubes have been updated, giving them a fresh, natural look while still reflecting Primula’s 92-year heritage.

The new packs include updated serving suggestions for each of the six flavours – Original Cheese, Cheese with Chive, Cheese with Ham, Cheese with Prawn, Cheese with Salmon and Primula Light, as well as bespoke illustrations. The traditional image of a milkmaid, which was included on Primula’s first packaging in 1924, remains a prominent feature of the tube design.

Lisa Thornton, Head of Marketing for Kavli UK which produces Primula Cheese, said: “We wanted to ensure the Primula tube redesign was representative of what our customers were looking for. Primula is currently one of only two brands enjoying growth in the static spreadable cheese sector and we recently recorded +11% increase in volume year on year*. It was important our new design doesn’t alienate our already loyal fans, but at the same time appeals to a new audience. We needed a brand evolution rather than revolution.

“It was vital the new packaging really epitomises Primula – a product our customers say is down to earth and full of real flavour – while also recognising our heritage as the original spreadable cheese.”

For more information on Primula please visit www.primula.co.uk

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