Primula taps into functional snacking trend

Primula, the heritage brand famous for its iconic squeezy cheese, has officially entered the functional food space with the launch of Primula Protein.

The new SKU is designed to capture the “lifestyle snacker” demographic and drive incremental growth within the dairy category by bridging the gap between convenience and nutrition.

The launch comes at a pivotal time for the grocery sector. With 50% of UK snackers now actively selecting products based on nutritional boosts — specifically protein content, energy, and satiety — Primula is pivoting to meet these evolving consumer demands.

While some functional products risk cannibalising existing sales, data suggests that protein-fortified cheese is actually expanding the market. Lindsey Simpson, Primula NPD manager, highlights that this launch is an example of “true category growth.”

“Data shows that protein cheese isn’t replacing existing purchases; it’s driving additional spend. Shoppers are now differentiating between ‘functional’ and ‘indulgent’ cheese occasions. Primula Protein is set to attract younger, health-conscious consumers who may not have previously engaged with the squeezy cheese format.”

Primula Protein maintains the brand’s commitment to using real cheese while significantly amping up the nutritional profile to compete with high-protein yogurts and bars.

• Protein content: a substantial 24g of protein per 140g tube.
• The texture: a signature creamy taste that retains the classic Primula experience.
• The format: Housed in the brand’s iconic, portable squeezy tube — perfect for on-the-go snacking, pre/post-workout fuel, or topping protein-rich meals.
• Packaging: features bold, clear messaging to immediately communicate functional benefits to time-poor shoppers.

With protein-related content dominating social media health and fitness trends, Primula aims to modernise its brand perception. By positioning itself as a “convenient protein fix,” the brand is looking to secure its place in the gym bags and office lunches of a new generation.