A festive favourite will be hitting shelves across the country as Primula launches its limited edition festive packaging tubes.

The fun and festive packaging reinforces the identity of the spreadable and squeezable cheese, which has been a dominant player in the seasonal market, according to the brand.

Paul Lewney, managing director at Kavli UK, said: “In the winter months, Primula becomes a staple of consumers, who need a spreadable cheese for multiple occasions.

“Around the festive season people have many more reasons and opportunities to dine with friends, family and neighbours, and Primula offers consumers a convenient and easy way of preparing quick and tasty foods.”