Blending indulgence with protein to bring in a boost
SQUEEZY cheese brand Primula is set to bring an extra boost to the dairy category with the launch of its new Primula Protein tubes.
The dairy brand said it is looking to tap into one of the grocery sector’s trending supplements through the introduction of Primula Protein.
Each 140g tube packs in 24g of protein with an RRP of £2.20 per pack.
Made using real cheese, Primula Protein combines the brand’s creamy taste with a high-protein credential to help drive up additional spend within the dairy category and bring more protein-focused shoppers to the Primula brand.
Primula has also said that each pack features some bold, clear messaging and imagery to help communicate the brand’s functional benefits directly to consumers to help encourage trial.
Lindsey Simpson, Primula NPD manager, said: “Dairy is already the number one category for protein seekers and is quickly adapting and innovating to fuel booming demand.
“Data shows that protein cheese isn’t replacing existing purchases, it’s driving additional spend within the category, as shoppers differentiate between functional and indulgent occasions with which to enjoy cheese.
“Primula Protein is set to meet the surging demand for convenient, high protein snacking, attracting younger, health conscious consumers and positioning the category for growth.
“This launch reflects Primula’s commitment to responding to relevant trends and changing consumer needs. With protein dominating social media trends, we’re confident Primula Protein will resonate with shoppers looking for a convenient, on-the-go protein fix.”
