Primula has announced the launch of a limited-edition Pigs in Blankets flavour for Christmas.
The new variant (rsp: £1.85) is available exclusively in 863 Iceland stores across the UK and online.
It combines the classic flavour of pigs in blankets with Primula’s signature creamy cheese, creating a “fun, quirky twist on a festive favourite”.
“Pigs in blankets are a beloved Christmas tradition, and we’re excited to capture the essence of this classic dish in such an unusual way,” said Lisa Thornton, head of marketing at Kavli.
“Primula Pigs in Blankets is perfect for consumers’ favourite festive dishes, whether topping roast potatoes or bringing a squeeze to your Boxing Day Yorkshire pudding wrap,” she added. “Many consumers don’t realise that Primula is also high in protein and calcium, making it an appealing option for health-conscious shoppers during a time of year when it’s tricky to make healthy yet tasty food choices.”
It is being launched as part of the brand’s ‘Don’t Ask Why, Just Try’ campaign encouraging consumers to step outside their comfort zone and experiment with unique flavour combinations.
The campaign will run across social media, with influencers encouraging followers to experiment with unconventional festive foods using the new flavour. The brand hopes it will help drive campaign awareness online in the lead up to Christmas.
As part of Kavli Trust, Primula donates all profits to good causes. Last year the trust contributed over £3m to UK charities and local beneficiaries.
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