Shredding the Old, Blending into the New: Prima is Evolving

We’ve launched a bold new brand identity — one that reflects not just where we came from, but where we’re going. And we’re excited to share it with you first.

Why We’re Evolving

The world is moving fast — and so are we. Over the past decade, Prima has evolved from the UK’s leading pizza cheese processor into a global dairy solutions partner for foodservice, food manufacturing and export markets. This rebrand marks that transformation.

Innovation has always been part of our DNA — not just in our products, but in how we think, act and present ourselves. Our refreshed brand is a signal of progress: a sharpened identity that brings more clarity, character, and creativity to everything we do.

So, why now?

• To reflect our global growth – We've grown far beyond pizza cheese, creating bespoke dairy blends tailored to every kind of commercial kitchen.
• To express who we are today – A confident, technical, solution-driven business with deep market insight and bold ambitions.
• To set the stage for what’s next – New products, new partnerships, and a growing commercial team ready to support customers around the world.

What’s Changed?

You’ll start to notice the new Prima look in a few key places — each one designed with purpose and practicality in mind.

Packaging with a Purpose

Our new packaging is more than just eye-catching — it's smart. We’ve introduced a visual system that helps customers instantly identify:

• Cheese format – Grated, shredded, diced… now clearly marked.
• Best use – Whether it’s perfect for melting on pizza, topping burgers or made for takeaways.
• Quick access to knowledge – QR codes on every box give users instant access to product info, tips, best practices and seasonal campaigns

Have you Spotted our new Trucks?

We’ve rewrapped our trucks with bold new visuals and playful slogans — carrying the Prima brand across the UK in style. These moving billboards reflect our personality, our confidence, and our commitment to standing out while delivering excellence.

New Commercial Hub, Bigger Support

We’ve also established a new Commercial Hub in London, housing our growing marketing and sales teams. This keeps us close to trends, to markets, and to you — helping us shape smarter campaigns, develop better products, and support our partners more effectively than ever.

What’s Staying the Same

While our look has evolved, some things will never change — and we’re proud of that.

• Our logo stays – Originally designed by Mrs. Beni, our logo remains untouched. It’s a symbol of our roots and family-run legacy.
• Prima orange stays – Our signature orange continues to anchor our brand. It’s bright, bold and unmistakably us.
• Our values stay – Quality. Consistency. Service. These aren’t buzzwords — they’re promises we’ve kept since day one.

How This Benefits You

This isn’t just a new coat of paint — it’s a smarter, more strategic Prima built to serve you better.

Our new branding and outlook:

• Makes it easier for your customers to understand and choose the right products
• Opens up more opportunities for marketing and sales support through our brand new commercial function

Behind the scenes, our commercial team is using real market insight to inform new product development and refine strategies, so we can continue to deliver dairy solutions that perform.

Thank You for Being Part of the Mix

We wouldn’t be here without our partners — distributors, wholesalers, food manufacturers, and everyone who has helped us grow, you’ve helped shaped this journey.

Have questions or want marketing support? We’re here to help.

Get in touch for UK enquiries at Sales@primacheese.com 

For worldwide get in touch at Exportteam@primacheese.com