Squeezy cheese brand Primula has announced the launch of its newest product innovation: Cheese Dippers.
Combining the taste of Primula’s signature cheese with on-the-go packaging, the Cheese Dippers aim to offer a snack for busy, modern lifestyles.
Launching in Iceland stores in January 2025, Primula Cheese Dippers will be available in two options: Crackers, with 116 calories, and Breadsticks, with 108 calories per pot. The multipacks (3 x 43g pots) will have an introductory price point of £2 (RSP), with a 3-for-£5 promotion.
The brand pointed to recent research by Mintel, which revealed 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, Owners 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 return in 2025. It is also planning further NPD and promotions throughout the year.
