Primula takes on Dairylea with cheese triangles

Currently plain cheese triangles dominate the market, and Primula makers, Kavli hope the new range will add an extra dimension to the choice available for shoppers.

Ideal for all the family, grown ups and children alike, the portions come in eight foil wrapped triangles ideal for school or workplace lunchboxes and for portable picnics and holiday trips.

As part of the ongoing plan to offer healthier choices to consumers, the new triangles contain only 10% fat and are a good source of calcium.

Cheese and chive Primula Triangles will be available on Morrisons shelves soon.

Marketing director at Kavli, Craig Brooks, said: “We wanted to give Primula fans their favourite flavours in one of the most popular portable snacking formats but also to 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.

One of the original ‘ethical’ companies, Kavli is owned by a charitable trust, The Kavli Foundation, which uses profits from the business to support humanitarian, cultural and research projects, both locally and worldwide.

The Primula brand provides consumers with a strong heritage of quality, using wholesome ingredients to deliver great taste, versatility and convenience, combined with the knowledge that buying Primula helps to support the work of the Kavli Foundation.