Primula has announced the launch of its spiciest product yet: Primula Cheese with Carolina Reaper.
The Carolina Reaper SKU (rsp: £1.85/140g) combines real cheese with the spicy chilli.
The brand said it delivered a “thrilling kick of heat that’s equal parts exhilarating and challenging, designed for those who truly crave the edge of spice”.
It is designed to offer consumers convenience and meet a demand for spicy flavours.
“We’re thrilled to introduce our boldest flavour innovation yet,” said Lindsey Simpson, Primula NPD manager. “The Carolina Reaper is renowned globally for its intense heat, and pairing it with our signature creamy cheese delivers a truly daring taste experience.”
It is launching in Iceland on 19 September ahead of Halloween to drive seasonal excitement.
The brand will encourage trial with the tagline ‘Don’t Ask Why, Just Try’.
“This limited-edition launch reflects our commitment to pushing flavour boundaries and responding to adventurous consumer trends,” she added. “We’re eager to see how shoppers embrace the heat!”
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