Primula Cheese has launched Primula Kids Mild Squeezy Cheese in the UK, a cheese spread in a tube format targeted at children.

The product is low in salt, fat and calories with the "highest cheese and calcium content of any branded spreadable cheese on the market", Primula said. It is also free from artificial colours and preservatives.

The company said it has already secured listings with Tesco, the UK's largest retailer.

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PRIMULA CHEESE INVIGORATES THE CHEESE SPREAD CATEGORY WITH ITS NEW OFFERING FOR CHILDREN

Primula Cheese launches its latest addition to the cheese spread category, Primula Kids Mild Squeezy Cheese. In response to demand for healthier options from parents, Primula Cheese has developed the first cheese spread in a tube format designed specifically for children.

The new addition to the Primula range contains the lowest salt, fat, calories and highest cheese and calcium content of any branded spreadable cheese on the market. The product also contains no artificial colours, flavours or preservatives. The new format is aimed at 3 to 10 year olds and is a smaller product suitable for small hands. Tesco has already listed the new product that will have an RRP of £1.15.

The cheese spread and kids' cheese categories have grown in value over the last 4 years; up 6% and 2.5% respectively1. The tube format takes 33% of spend in the adult cheese spread category2 but, currently, there is a no tube offering in the kids' cheese spread category.

In order to develop Primula Kids Mild Squeezy Cheese research was carried out with Mumsnet to ensure that the product met the needs of modern mums. In response to the new, innovative format, this latest addition to the Primula range has already won Gold in the Cheese for Children category at the Nantwich International Cheese Awards 2013.

Claire Parker, Senior Marketing Manager at Primula Cheese, commented, "We are very excited and proud to be bringing a tubed cheese designed exclusively for children to the market. We pride ourselves on listening to our consumers and this new product mirrors increased parental interest in the food they feed their children with reduced salt, calories and fat and increased levels of calcium and cheese."

Primula Cheese is the only cheese on the market to be presented in the convenient tube format. The packaging has been specifically designed to show that Primula Cheese has a great taste, uses wholesome ingredients and that the company profits are donated to charities through the Kavli Trust. The packaging also champions Primula's dairy heritage as a trusted family brand since 1924 as well as the iconic Primula Milk Maid.

Along with Primula Cheese's other five variants this new offering also has the highest cheese content of any spreadable cheese on the market at 54%. Sold in 100g tubes and with a star-shaped squeezer, the newest addition to Primula's offering has been created so that children can also easily use the product. It is smaller in size compared to Primula Cheese's other five variants so that small hands can handle it easily.

Original source: Primula Cheese