Primula cheese is spreading smiles this autumn with the launch of limited edition ‘Just Say Cheese’ tubes to raise funds for the Make-a-Wish UK charity.


The limited edition tubes are on-shelf across all stockists of Primula’s core chilled range with 20% of profits from each tube sold going to the charity.

Primula, wholly owned by the Kavli Trust, a charitable trust which donates profits to charity, is working with Make-A-Wish to raise enough money to make more children with life-threatening conditions smile this year by granting their wishes. This positivity gives Make-A-Wish children and their families the strength to get through an incredibly difficult time.

Each of Primula’s five real cheese, real ingredients flavours has a redesigned tube prominently displaying a large smile created with the squeezy cheese alongside Make-A-Wish UK branding and Primula’s commitment to donating profits to charity. Primula’s signature milkmaid has also been given a magical update while the SRP has been redesigned to fit with the campaign.

The fundraising campaign is being supported by a robust marketing, PR and digital campaign, ‘Spread A Smile’, which reinforces Primula’s commitment to making more Make-A-Wish UK children smile. Launched on World Smile Day (2 October) by TV presenter and broadcaster Angellica Bell, the campaign includes new stats about how smiling can increase positivity and is challenging people of the UK to spread smiles to increase good feelings.

Paul Lewney, managing director of Primula UK, said: “Each year profits from Primula go to good causes both in the UK and abroad thanks to the unique way we are wholly owned by the Kavli Trust. Our new tubes mark the first time we have supported a UK charity through on-pack promotion and we’re proud to supportsuch an amazing charity – the wishes Make-A-Wish grant provide invaluable positivity for seriously ill children and their families.”

Joanne Micklewright is head of wish granting at Make-A-Wish UK. She said: “Each year we aim to grant 1,000 wishes to help provide relief from medical appointments or hospital treatment and help both the wish child and their family feel more positive. Through Primula we are raising awareness of our charity and our aim is to grant more wishes in the future.”

Primula UK has promised to donate 20% of the profits from its Just Say Cheese tubes to the charity with a minimum donation of £50,000 – the remainder of the profits will be delivered directly to the Kavli Trust for donation to charitable causes supporting research, humanitarian causes and cultural projects across the UK and abroad. Special ‘Just Say Cheese’ tubes are on sale in selected Asda, Morrisons, Tesco, Sainsbury’s and selected smaller independent stores.

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