PRIMULA LAUNCHES NEW RANGE OF HEATABLE CHEESE DIPS
Heat Me, Eat Me range of heatable cheese dips available exclusively in Asda from November
From November, Asda shoppers will be able to buy Primula’s new Heat Me, Eat Me range of heatable cheese dips within the chilled section of the spreadable cheese aisle, delivering the delicious creamy taste of Primula Cheese through a different format.
Perfect for sharing, Primula’s dips are available in three flavours – Cheddar, Cheddar & Roasted Garlic, and Cheddar & Habanero – each 150g tub includes Primula’s high level of real cheese content which creates a creamy flavour and texture, combined with real garlic and habanero.
The dips have been designed with convenience in mind and heat up in the microwave in just 90 seconds for instant indulgence, making them perfect for busy consumers who won’t compromise on taste. Primula’s initial research has shown 80% of consumers liked the core flavour with 75% saying they would have Primula’s heatable cheese dips for an evening snack or social occasion.
Sarah Turnbull, Marketing Managing at Primula UK, said: “Cheese has universal appeal and UK household penetration of cheese stands at 92%[1] while the take-home cheddar market is worth close to £1.5bn[2] - the launch of our heatable cheese dips provides customers with a new way of consuming a classic flavour but with an exciting twist which stands out in a competitive market.
“Our heatable dips are ideal for consumers looking for simple snacking solutions and those who appreciate products which are quick and easy to prepare but also provide a full flavour hit. The tubs have been designed for two to share making them a great snack for an indulgent and inexpensive night in.
“We understand consumers’ lifestyle are busier and they have less free leisure time which has affected their purchasing decisions – convenience is king but at the same time, they’re not willing to compromise on taste. Buyers understand our proposition due to the clear branding of our new Heat Me, Eat Me dips which speeds up the purchase decision for the time-pressed shopper.
“Our new Heat Me, Eat Me cheese dips offer the same great tasting Primula cheese recipe that consumers know and trust, but in a format which may be used for dipping or as a sauce.”
Primula’s range of Heat Me, Eat Me cheese dips are available at Asda from November, RRP £1.47
For more information on Primula’s range, please visit www.primula.co.uk
[1] Mintel Cheese Report, October 2013
[2] Kantar Worldpanel 52w/e 25 May 2015
Media contacts: Emma Campbell at O PR
0191 232 5690 / Emma@opr.co.uk
About Primula
Primula is part of the Kavli Group, the world’s first manufacturer of processed cheese, established in 1893 in Norway.
Olav Kavli started selling his famous Primula Cheese in the UK in 1929 and established a factory here in 1936.Primula has been a leading family brand for over 90 years.
Most famous for its cheese tubes, the squeezy cheese range consists of Original Cheese, Cheese and Chive, Cheese and Ham, Cheese and Prawn and Primula Light Cheese Spread, alongside five flavours in the Primula Dips range - Sour Cream & Chive, Garlic & Herb, Spicy Nacho Cheese, Spicy Salsa and Thai Sweet Chilli.
Kavli Ltd also owns Castle MacLellan Foods Limited, brand leader for pate which is based in Kirkcudbright, Scotland and St Helens Farm, brand leader in Goats milk and associated products.
The Kavli Group is fully owned by the Kavli Foundation, a charitable trust, which is committed to supporting good causes. Annually it donates profits to charitable causes, supporting research, humanitarian and cultural projects within the UK and worldwide. For more information on The Kavli Trust, go to http://www.primula.co.uk/profits-go-to-good-causes.html
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