Primula Cheese has unveiled a fresh new look for its iconic cheese tubes, with the new packaging hitting the shelves in shops across the country from August.

The well-known squeezable tubes have been updated, giving them a bright, natural look while at the same time still reflecting Primula’s 92-year history.

The new designs include updated serving suggestions for each of the six flavours – Original Cheese, Cheese with Chive, Cheese with Ham, Cheese with Prawn, Cheese with Salmon and Primula Light.

They have been developed following extensive consultation with Primula customers which showed Primula’s cheesy taste and use of real chopped ingredients were two of the main reasons people bought Primula.

As a result these elements have now been enhanced on the new tube design, with the word ‘cheese’ now the prominent feature on the tubes, reflecting Primula’s high cheese content, while the six flavour varieties are each celebrated with a subtle use of colour and bespoke illustration

The serving suggestions on each tube have also been updated to reflect modern taste preferences with celery, cucumber and crispbread replacing traditional toast.

And while they have been given a modern new look the tubes still reflect Primula’s heritage as the original cheese spread, with the traditional image of a milkmaid, which was included on Primula’s first packaging in 1924, remaining a prominent feature of the new tube design.

The tubes are available at supermarkets nationwide from August – RRP £1.45.