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Primula is set to launch its own cheese triangles in Primula flavours – cheese & chive and cheese & ham – according to a Talking Retail report.

Plain cheese triangles such as Kraft's Dairylea currently dominate the market, yet Primula manufacturer Kavli hopes the new range will add an extra dimension to the choice available for shoppers.

Craig Brooks, Marketing Director at Kavli, said: “We wanted to give Primula fans their favourite flavours in one of the most popular portable snacking formats, but also offer traditional triangle lovers some extra variety and choice when they do their weekly shop.

“The triangle sector now represents just under half of the total cheese spread market and our research suggested that purchasers were becoming tired of the choice of only plain cheese available from a variety of different brands in a variety of pack sizes. They were interested in something different to add to their repertoire.

“It was also clear that the market has moved on from the original ‘just for kids’ position to one where grown-ups are an important consumer segment, buying for the convenience of portable snacks and for the extended shelf life that individually wrapped portions can offer."