Primula launches first of its kind plant-based squeezy cheese


Primula, the world’s first squeezy cheese brand, has unveiled its first entrant into the plant-based market with Primula Perfectly Plant, which will launch in 2022.

The new variant, which is fully endorsed by the Vegan society, is the only plant-based cheese alternative available in an easy-to-use tube format.

Perfectly Plant provides an opportunity for the brand to target a wider audience, including the ever-expanding vegan market, – with 14% of adults (7.2 million) in the UK now following a meat-free diet.

Lisa Thornton, Head of Marketing at Primula said: “Our loyal brand following since 1924 gives us the perfect heritage to launch into the dairy alternative market. When tested 8 out of 10 people preferred Primula Perfectly Plant to other non-dairy cheese products on the market place, giving Primula a real taste advantage. 

“This product also offers an amazing taste experience for the growing number of flexitarians, identified as a key trend to watch for in 2022.”

Nicole Herbert, NPD manager at Primula said: “Since 2020, 500,000 Brits have given up meat, and with younger generations significantly more likely to follow a meat free diet, a plant-based product was the obvious next choice for us (1).

“Primula Perfectly Plant has been in development for two years to create the perfect recipe, and we worked closely with vegan consumers to develop the flavour.

“This will be the first vegan processed cheese alternative in the UK, developed in a fully recyclable tube – we can’t wait for our customers to try it.”

The new launch comes shortly after Primula unveiled a brand-new sustainable packaging earlier this year, which means that the packaging is now fully recyclable. Its famous squeezy tubes have previously featured an aluminium layer insert, however the brand has worked with their packaging suppliers to produce sleek new tubes that can be widely recycled up and down the country.

Primula Perfectly Plant will retail for around £1.60. For more information on Primula, visit