The new variant, which comes with the is full endorsement by the Vegan society, is the only plant-based cheese alternative that's available in Primula's iconic easy-to-use tube format.
Perfectly Plant will be a great new product for vegan consumers (perhaps former Primula lovers?) as 7.2 million adults in the UK (that's 14%) are now following a meat-free diet.
Lisa Thornton, Head of Marketing for 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, which gives Primula a real taste advantage.
“It 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 choice for us.
"We spent two years developing Primula Perfectly Plant to create the perfect recipe. We took the opportunity to work closely with vegan consumers to develop the flavour.
“This will be the UKs first vegan processed cheese alternative. What's more, it's sold in a fully recyclable tube. We're really keen for our customers to try it.”
The new launch comes only a little while after Primula unveiled a new sustainable packaging earlier this year, which means that the packaging is now fully recyclable. Its famous squeezy tubes previously featured an aluminium insert, but Primula has worked with their packaging suppliers to produce sleek new tubes which can be widely recycled up and down the country.
Primula Perfectly Plant will retail for around £1.60. For more information on Primula, visit www.primula.co.uk.
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