QUIRKY CHARACTERS KEY IN NEW LOOK, NEW TASTE PRIMULA DIPS
Following intensive consumer research, Primula’s range of ambient dips have been re-designed, re-vamped and re-launched into the UK market, and will be available to UK and Republic of Ireland retailers from spring 2015.
The five delicious Primula Dips flavours are Sour Cream & Chive, Garlic & Herb, Nacho Cheese, Spicy Salsa and Thai Sweet Chilli. The range has been re-engineered to give a more authentic, fresher tasting product, whilst the new on-pack and SRP designs give the brand a fun and quirky appeal. Each flavour has its own on–pack character interacting with the key ingredients and increasing visual impact on shelf.
Initial consumer research has shown an impressive 87% of consumers agree the new designs clearly communicate Primula Dips’ flavour profiles and would be highly likely to purchase the improved dips range. Furthermore 70% like the new imagery and characters, and would happily serve Primula Dips to their friends*.
Sarah Turnbull, Marketing Managing at Primula UK, said: “Our customers are at the heart of our brand: we know what they love about Primula Dips and what we can improve. We have embraced our fun side in the redesigned packaging which has already proved extremely popular in consumer testing. We’ve specifically re-designed our Primula Dips range to enhance our positioning as an impulse purchase – we know our consumers’ key drivers for purchase are flavour, understanding of ingredients and a long life, which our new packaging clearly demonstrates gives us a clear point of difference among our competitors.
“We’re supporting the re-launch of Primula Dips with a robust marketing campaign, re-engaging with customers to educate about the improved flavours and ultimately drive them to store. We’re asking consumers to ‘Dip In For Five’ which invites consumers to sit back, relax and have a break with Primula Dips for five minutes. It also clearly demonstrates Primula’s dipping usage while highlighting we have five delicious flavours in the range.”
Primula Dips are available in Sour Cream & Chive, Garlic & Herb, Spicy Nacho Cheese, Spicy Salsa and Thai Sweet Chilli flavours with a shelf life of 31 weeks and can be stored either as an ambient product or in the chilled section. RRP £1.39 / €1.35
Primula Dips will be listed across the UK and Republic of Ireland in major wholesalers and outlets such as Tesco Eire and Dunnes Stores.
The full Primula Dips range features:
- Sour Cream & Chive Dip, a cool and smooth creamy sour cream dip with chives
- Garlic and Herb Dip, a creamy garlic and herb flavour
- Spicy Nacho Cheese Dip, a cheesy dip with a spicy finish
- Spicy Salsa Dip, made with tomatoes, peppers and coriander with a subtle chilli kick
- Thai Sweet Chilli Dip, a sweet garlic and chilli dip with a devilish kick
For more information on Primula Dips please visit www.primula.co.uk
*base 1,004 respondents, independent consumer research – November 2014
**High resolution images available for download at bit.ly/PrimulaDipsRange**
Emma Campbell or Holly Peacock on 0191 232 5690 / primula@opr.co.uk / 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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