Primula chases on-the-go snackers with Cheese Dippers
Primula is seeking to become a must-have snack for busy, modern lifestyles with the launch of primula Cheese Dippers.
The brand renowned for being the only cheese you can squeeze, has combined the taste of Primula’s signature creamy cheese with convenient on-the-go packaging.
Launching in Iceland stores in January 2025, Primula Cheese Dippers are available in two delicious options: Crackers, with just 116 calories, and Breadsticks, with only 108 calories per 43g pot. Both variants pair perfectly with Primula’s real cheese dip, delivering superior flavour and quality.
The dippers are available in multipacks (3 x 43g pots) with an introductory price point of just £2 (RSP) and a special 3-for-£5 promotion.
Primula is basing the move on the UK snack market is experiencing significant growth, driven by consumer demand for healthy, nutritious options.
Recent research by Mintel reveals that 40% of UK consumers are snacking more now than five years ago, with the global cheese-based snack market projected to grow 5.3% annually over the next four years.
“With modern, busy lifestyles driving the demand for convenient, high-quality snacks, the launch of Primula Cheese Dippers positions us perfectly to meet this growing trend,” said Lisa Thornton, head of marketing at Kavli, owner of Primula. “With a higher real cheese content than key competitors, our Dippers deliver exceptional flavour that truly sets us apart in the market. Perfect for lunchboxes, afternoon snacks, or as a quick pick-me-up, they are poised to resonate with a broad range of consumers.”
Primula’s 100th-anniversary rebrand campaign “Don’t Ask Why, Just Try”, which debuted this year across TV, print, and digital advertising, will make a welcome and accelerated return in 2025.
Primula said retailers can also expect further exciting NPD and promotions across the brand to help drive sustained category growth throughout the year.
As Primula is owned by the Kavli Trust, it proudly donates all profits to good causes, further enhancing the appeal of this exciting new launch and this much beloved brand.
