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Primula 'adds variety to Cheese Snack Market'

29 August 2012

Primula has revealed a fresh dimension to its cheese range with the introduction of a product specifically designed to appeal to the £175 million cheese snack market: Primula Pods

Available in two flavours, Cheese and Cheese ‘n’ Chive Primula Pods are packed with flavour, high in calcium and with a firm consistency that makes them the suitable lunchbox snack or after-school treat. The Pods will be sold in net bags of five, one for every school day of the week.

Initial customer feedback and research by Primula has found the packaging, an easy-open plastic shell boldly coloured in blue for Cheese Pods and green for Cheese ‘n’ Chive Pods, very popular with its target school age audience of 5 to 12 years old and parents alike.

Each Pod will also feature one of six illustrations of Primula’s cute mouse character Mr Nibbles and his family, depicting their adventures as they explore Pod Island. This world of fantasy and fun is brought to life in a fully immersive and interactive website bringing together an exciting story, rich characters and engaging games to create an online experience.

Available from September 2012, Kavli, brand owners of Primula, will support the Pods launch with a fully integrated marketing, advertising and PR campaign, focused on the target parental and school age market.

Craig Brooks, Marketing Director for Kavli said: “We have spent a great deal of time researching and listening to our customers, particularly mums, to ensure that we got the Primula Cheese Pods concept right. From selecting the flavours and the easy-open packaging to creating a magical online world that parents know young children can explore in safety, all aspects have been given careful consideration and have been great fun to create.”


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