Primula targets National Barbecue Week with limited edition Burger Cheese

New Burger Cheese

New Burger Cheese

Primula, the squeezy cheese brand, is launching a limited edition Primula Burger Cheese to coincide with National Barbecue Week (28 May – 3 June 2012).

Primula Burger Cheese can be used instead of conventional cheese slices and squeezed onto burgers, sausages and steaks or used as a potato topping or for a spicy cheesy sauce, making it a versatile addition to any summer barbecue or picnic treat, said the company.

Primula Burger Cheese is targeted at younger audiences, with a focus on summer dining, but will also appeal to Primula’s existing loyal fans looking to spice up their favourite seasonal recipes, the brand said.

Craig Brooks, marketing director for Primula, said: “We’re really excited about the launch of our new limited edition Burger Cheese in time for barbecue season, as well as for some of this summer’s biggest celebrations, including the Diamond Jubilee and the 2012 Olympics in London.

“Primula Burger Cheese will help the nation celebrate the ‘Best of British’ by adding a spicy and versatile twist to any summer dining occasion. We’re confident it will offer a completely new taste sensation to existing Primula fans, as well as to those who simply love barbecues and burgers.”

Primula Burger Cheese tubes (100g) will be stocked in Sainsbury’s and Morrisons stores nationwide from May, priced around £1.