PRIMULA REVEALS FRESH NEW LOOK FOR TUBES PACKAGING
Coinciding with a year of outstanding category growth in both volume and value, Primula Cheese will this summer unveil a brand new look for its popular cheese tubes. Following a two year-long development process involving extensive customer consultation, the tubes feature a fresh, natural look celebrating the brand’s heritage and real cheese credentials while keeping the consumer at the heart of the design.
Research identified customers selected Primula for its creamy, unique cheese taste and use of real, chopped ingredients (not flavourings) and, as a result, these elements are now enhanced on the new tube design. The word ‘cheese’ is now the prominent feature on the tubes reflecting Primula’s high cheese content, while the six flavour varieties are each celebrated with a subtle use of colour and bespoke illustration
On-pack serving suggestions have also been updated to reflect the modern consumer’s consumption preferences with celery, cucumber and crispbread replacing traditional toast.
While they have been given a modern update, the tubes continue to reflect Primula’s heritage as the original cheese spread. 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.”
The new look tubes are the first element of Primula’s new wider brand strategy which will underpin all activity over the coming years . Primula used the customer consultation period to revisit its relationship with consumers to understand its place in the market and identify areas for growth. Taking on feedback, the strategy was developed to champion Primula’s strengths, as identified by customers, primarily its strong, creamy, cheese taste, use of real ingredients and tube accessibility.
Lisa continued: “For any brand to succeed, it must have its customers at its heart. Our customers have told us honestly and openly how they see Primula, demonstrating our strengths and allowing us to build on these. While we’ve been working hard behind the scenes, our refreshed brand strategy will be visible externally from August and support all activity over the coming years – and we have a number of interesting brand developments guaranteed to re-energise the cheese market, so keep a close eye on Primula!”
The new-look tubes will be available at supermarkets nationwide from August.
*AC Nielsen Scantrak, WE 21st May YoY volume growth.
