Owned by Kavli UK, Primula’s strategic growth is down to its purpose-driven mission  

Created in 1924 and now the only spreadable cheese produced in the UK at its site in Gateshead, Primula is a well-known household name recognized by many in the UK. The Primula brand is owned by the Kavli Group, a Norwegian food company known for its wide range of products including spreadable cheese, cheese bakes, pate, mayonnaise, mustard, and milk products, which, in turn, is owned by the Kavli Trust.  

“Olav Kavli founded the company in Bergen, Norway, in 1893, initially as a small cheese store, and in 1924, he invented the world’s first spreadable cheese, Primula, which significantly boosted the company’s growth,” opens Mark Butel, Managing Director of Kavli UK. “Ownership of the company was transferred to the Kavli Trust in 1962, a charitable foundation that uses the profits of the Kavli Group to support charitable work, research, and culture. Our unique ownership structure makes Kavli extremely special, and all employees working for any of the Kavli companies know they are contributing to the important work undertaken by the Kavli Trust.

Speaking specifically about Primula, Mark continues: “Primula cheese has held a special place in the hearts of the UK public, thanks to its unique combination of taste, consistency, and versatility. Primula is known for its creamy and smooth texture and offers a great taste that appeals to both young and old alike. Our versatile packaging makes it perfect for stirring into pasta, dipping, or simply spreading on a cracker.   

“One of the things that sets Primula apart is its unique format – real cheese in a tube – and our innovative packaging not only ensures convenience but also maintains the product’s freshness. Over the years, Primula has become a household name with a legacy spanning several generations; many people have fond memories of enjoying Primula as children and continue to share it with their own families, creating a sense of nostalgia and continuity.  

“The brand’s longevity and consistent quality have made it a beloved brand. Made with real cheese, and free from artificial colors, flavors, and preservatives, Primula ensures a wholesome and natural taste. Our company remains relevant by staying up to date with food trends and introducing exciting new flavors like Cheddar and Chorizo, Siracha, and Jalapeno.”  

Supporting sustainable growth 

However, the brand is not only popular in the UK, it’s also gaining popularity across the globe. “We achieved a ten percent growth in exports last year through strategic initiatives and innovative products,” Mark explains. “Our Primula cheese tubes gained popularity in Japan, Thailand, and China, while our cheese bakes saw high demand in the US, Canada, and Australia, exceeding customer expectations and boosting international demand.”  

To cope with such growth, Primula has invested significantly in its manufacturing facilities and capabilities. “In 2023, we made a £3 million investment in a new production line specifically designed to support our growth, and we’re continuing to invest in both of our UK sites,” Mark says. “We’ve recently ordered a new machine to enhance current capabilities and meet increased demand as we future proof our strategic growth plans for Primula tubes.   

“At Castle MacLellan, we are investing in numerous upgrades to address capacity restraints and increase production capacity. Following the very successful relaunch of the Primula brand in 2024, we are finalizing the relaunch of our Castle MacLellan brand, so watch this space for exciting upgrades and new product developments including Christmas ranges.  

“My goal is to bring the two current Kavli UK sites together, which have historically operated independently. Under the leadership team, everything we do is guided by the vision that we are one Kavli UK. By promoting collaboration and unity, we aim to leverage our collective strengths and harness a cohesive and efficient organization.   

“We’re also currently in the process of enhancing our OT and IT technology at both production sites to ensure our facilities are aligned with our smart factory aspirations to streamline operations and support sustainable growth. By continuously investing in our infrastructure and technology, we aim to stay ahead of the curve and deliver high-quality products to our customers.”  

Primula and Kavli’s unique charitable ownership structure has several benefits, as the trust’s purpose is to promote humanitarian work and scientific research by distributing all Kavli profits to good causes. “That’s why we say, ‘we love to share’: by donating all profits to good causes, sharing the love is as easy as enjoying our cheese,” Mark states. “The trust not only supports charities and positively contributes to the wellbeing of communities but also boosts employee engagement and exemplifies Kavli’s commitment to corporate social responsibility.”  

Pursuing positive impact 

Turning to the future, Mark shares his ambitions for the business. “As we move through 2025, our priorities are ensuring a safe working environment for colleagues, delivering profitable growth, maintaining operational excellence, and continuing to develop a strong learning and competence culture. Over the next five years, Kavli UK will reach new heights by becoming a £100-million company, strengthening its position in the market but also generating more profits for good causes.  

“Our commitment to innovation, sustainability, and our people will remain,” Mark concludes. “By continuously improving our products and facilities, expanding our market reach, and nurturing strong relationships with our suppliers and customers, we aim to create a positive impact both within the industry and in the communities we serve. Ultimately, our goal is to leverage our success to support charitable initiatives and contribute to a better world.”   

www.primula.co.uk