Primula targets £175m cheese snack market with new fun Pods

New Primula Pods

New Primula Pods

Primula is targeting the £175m cheese snack market with the launch of Primula Pods in its cheese range.

Available in two flavours, Cheese and Cheese ‘n’ Chive Primula Pods are claimed to be packed with flavour, high in calcium and with a firm consistency that makes them the ideal healthy lunchbox snack or after-school treat. 

The Pods will be sold in net bags of five, designed to provide one for every school day of the week. 

According to the company, initial customer feedback and research has found the innovative packaging, an easy-open plastic shell boldly coloured in blue for Cheese Pods and green for Cheese ‘n’ Chive Pods, popular with its target school age audience of five 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. This magical world of fantasy and fun is brought to life in a fully immersive and interactive website bringing together an exciting story, rich characters and engaging games to create a unique and compelling online experience.

Available from September 2012, Kavli, brand owner 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 2012 priced around £1.29.