Primula Launches Sophisticated Soft Cheese in Squeezable Tubes

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.

30/04/09 Primula has extended its product offering with a deli range of flavoured soft cheeses in squeezable tubes. The range includes plain soft cheese, soft cheese flavoured with cracked black pepper and soft cheese with smoked salmon.

Primula, part of the Kavli group, has packed the product in shorter and wider tubes than those used for its core range of squeezable cheese.

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 commented: “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 fourteen days after opening, so will help to reduce food waste in the home.”