Primula launches soft cheese range in squeezable tubes

Jill Park, packagingnews.co.uk, 22 April 2009

Squeezy-cheese specialist Primula has moved into the soft cheese market with the launch of a deli range of squeezable flavoured soft cheeses.

The new 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.

A flip-top lid has been introduced to the tubes, instead of the screw top currently used on the squeezable range, but the star-shaped nozzle remains the same across both ranges.

An external agency, which has not been named, was enlisted to design the pack graphics, which have been created to portray "a more deli-style offering".

According to Kavli managing director Craig Brooks, the tube format "keeps the contents fresher for longer, up to 14 days after opening, helping to reduce food waste in the home".

Primula Deli Soft Cheese will be available in stores from April 2009.