News Release 
November 2010


INTERNATIONAL AWARD MARKS ACHIEVEMENT FOR PRIMULA CHEESE

After winning a silver award at the 2010 International Cheese Awards held in Nantwich, Primula has marked its success with the launch of a limited edition cheese tube design.  Primula Light Cheese Spread – launched in March this year – was announced as the silver winner under the category of ‘cheese spread – any variety’ in July, highlighting the quality of the 40% reduced fat cheese spread.  

“This is a fantastic achievement for any product and a great endorsement for Primula Light,” said Craig Brooks, marketing director at Kavli, the company behind Primula. “The International Cheese Awards have been showcasing quality and innovation in the cheese industry for over 100 years and we thought the scoop deserved to be brought to the attention of consumers with a special tube.”

Available in shops from this week, Primula’s limited edition Nantwich tubes feature the official International Cheese Awards logo. The branding will also be carried on display trays for the tubes, marking the first award for the product.  

In addition to its achievements off the shelf, Primula Light Cheese Spread has experienced a strong start in the market, matching overall performance of other light products. The team also has high hopes for a strong sales performance the early part of next year when the key dieting months get underway.

Brooks explains: “Christmas is always a key trading period for Primula Cheese and we are expecting another strong finish to the year. Primula Light presents a new opportunity to extend the peak into the new year and we have a strong marketing  campaign set up to  maximise the potential of this trading opportunity.”

Following on from its ongoing recipe led marketing strategy, Primula will run a three month campaign to raise awareness of the quality taste, convenience and versatility of its new product. Planned for December, January and February, the campaign will target the slimming market through a national campaign via print and online media, coinciding with the biggest dieting period of the year.

Brooks concluded: “Primula Light has shown a promising start and the post Christmas dieting period is a perfect time to build on that. Consumers are constantly looking at ways to cut down their calorie intake by making practical substitutions that don’t compromise on flavour and Primula Light caters to that demand. Maximising awareness and trial of the product during this key time will help to establish brand loyalty which will ultimately be a benefit to both us and retailers going forward.” 

For more information about Primula or its products, please visit www.primula.co.uk. 

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Media Contact
For media information please contact Charlie at Karol Marketing Group on 0191 265 7765 or email

About Primula
Primula has been a leading family brand for over 80 years. Most famous for its cheese tubes, the squeezy cheese range consists of Original Cheese, Cheese and Chive, Cheese and Ham, Cheese and Prawn and the new Primula Light Cheese Spread.

Responding to the demands of health conscious consumers, Primula’s Light variety was launched in March this year. Boasting 40% less fat, the tube contains 20% fewer calories than extra light vegetable spreads making it a tastier and lower calorie alternative to swirl on toast, bagels, crispbreads or whatever takes your fancy.

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. Primula has resisted the move taken by other brands into cheaper, reduced cheese recipes and has geared its marketing effort to celebrate its high cheese  content, quality ingredients and versatile use of the tube format. 2009 saw the brand’s volume grow by 20% year on year as consumers rediscovered its convenience, value and versatility for all the family.
 
Kavli Ltd manufactures a range of spreadable cheese and dips from its Gateshead site under the Primula brand. The company also owns Castle MacLellan Foods Limited, based in Kirkcudbright, proud makers of exquisite Scottish pâté made from the finest local ingredients.

Kavli is fully owned by the Kavli Trust which supports charities both in the UK and abroad.