World's First Plant-based Squeezy Cheese Lands At TVK

The world's first plant-based squeezy cheese brand Primula, has launched its first product in the UK. The brand new Primula Perfectly Plant is now available to buy online at The Vegan Kind. 

The product is 100% vegan and certified by the Vegan Society. Perfectly Plant is the only plant-based cheese alternative available in an easy-to-use tube format.

The company says the new launch provides an opportunity for the brand to target a wider audience, including the fast-growing vegan market, with 14% of adults (7.2 million) in the UK now following a meat-free and dairy-free diet.

Commenting on the launch, 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 added: "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.

"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."

Primula worked with suppliers on brand-new sustainable packaging for its products, unveiling fully recyclable tubes for its products earlier this year. Previously, the famous squeezy tubes were made with an aluminium layer insert. 

Primula Perfectly Plant is priced at £1.60 and is available with a carbon-neutral delivery here.