Kavli Group‘s Primula squeezy cheese brand will enter into the plant-based market with the launch of Primula Perfectly Plant.
According to Primula, the new flavour is fully endorsed by UK charity The Vegan Society and is “the only plant-based cheese alternative available in an easy-to-use tube format”.
Primula’s head of marketing, Lisa Thornton, said: “Our loyal brand following since 1924 gives us the perfect heritage to launch into the dairy alternative market…This product also offers an amazing taste experience for the growing number of flexitarians, identified as a key trend to watch for in 2022.”
Primula’s NPD manager, Nicole Herbert, added: “Since 2020, 500,000 Brits have given up meat, and with younger generations significantly more likely to follow a meat-free diet, a plant-based product was the obvious next choice for us. Primula Perfectly Plant has been in development for two years to create the perfect recipe and we worked closely with vegan consumers to develop the flavour.”
She continued: “This will be the first vegan processed cheese alternative in the UK, developed in a fully recyclable tube”.
Primula Perfectly Plant will launch in early 2022 for a retail price of around £1.60.
In September, Kavli Group launched a limited-edition Primula ‘Burger Cheese’ spread.
© FoodBev Media Ltd 2022
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