Primula has launched Primula Protein to drive incremental growth in the dairy category.
Primula Protein (rsp: £2.20/140g) contains 24g of protein per 140g, compared with the 17.6g in its Original line.
It is made with real cheese and combines a “deliciously creamy taste with high-protein credentials” in a tube format.
“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,” said Primula NPD manager Lindsey Simpson.
“This launch reflects Primula’s commitment to responding to relevant trends and changing consumer needs,” she added. “With protein dominating social media trends, we’re confident Primula Protein will resonate with shoppers looking for a convenient, on-the-go protein fix.”
Data from Nielsen, cited by the brand, has shown that protein cheese is attracting new shoppers and occasions.
“It’s driving additional spend within the category, as shoppers differentiated between functional and indulgent occasions with which to enjoy cheese,” Simpson added.
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