Primula's Slogans & Taglines

Primula was created in 1924 by Olav Kavli in Bergen, Norway, as the world's first long-life spreadable cheese. Born from a small cheese store founded in 1893, O. Kavli revolutionised the dairy industry by producing a soft, tasty processed cheese with an extended shelf life. In 1929, the brand pioneered cheese in tubes, further extending convenience and freshness. The company expanded internationally in the 1930s, establishing factories across Austria, Denmark, the UK, and Sweden. In 1962, Knut Kavli established the Kavli Trust, making the entire Kavli Group—including Primula—wholly owned by a charitable foundation. Today, Primula remains the group's largest and most important brand, produced in the UK and sold in over 75 countries.

The brand's core products are spreadable cheeses and dairy solutions, including Original, Cheese & Ham, Cheese & Chive, and Protein Cheese variants, all available in the iconic tube format. Its portfolio also encompasses cheese bakes, pâtés, and mayonnaise through the broader Kavli Group.

From early slogans such as "Love Primula. Anywhere, anytime, anybody" and "The only cheese you can squeeze," the brand has evolved to embrace the modern promise "Seriously Cheesy. Seriously Good" and the playful campaign line "Don't ask why, just try"—reflecting a century-long journey from a Norwegian cheese shop to a global icon of squeezable dairy innovation.