Primula has revealed a new product to its cheese range with the introduction of a new 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 flavoured, high in calcium and with a firm consistency that makes them appeal as lunchbox snacks.
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, vpopular 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.
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.
The initial launch period is also supported by an on-line ‘win a Primula Pod lunchbox’ competition which is also communicated at point of purchase.
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.”
As with all the Primula range, the new Primula Pods contain a high proportion of real cheese making them high in calcium and protein.
They are also gluten free, contain no artificial colours, flavours or preservatives, and are suitable for vegetarians The new Primula Pods should be stored chilled, but they can be used safely in lunchboxes.
Primula Pods (5x20g net) will be stocked initially in Morrison’s and in independent retailers from September priced around £1.29.
For more information on Primula visit www.primula.co.uk.