Primula Cheese has launched limited edition packs to raise funds for the NSPCC.

The new look packaging will be on-shelf from mid-February until the end of March 2017 across all stockists of Primula’s core chilled range, with 20% of tube profits donated to the NSPCC.

The limited-edition packaging features the NSPCC’s logo and its trademark green branding as a background colour.

Primula is wholly owned by the Kavli Trust, a charitable organisation, which means every time a customer buys Primula cheese they are helping to support good causes.

The 20% of profits donated to the NSPCC throughout the campaign will be in addition to the money already given to charities through the Kavli Trust.

The launch of the limited edition tubes will be supported by a substantial marketing, PR and digital campaign, Little Moments of Big Dreams. The campaign will encourage Primula’s customers to share stories and pictures of their children’s ambitions, however big or small, as well as their own childhood dreams.

Paul Lewney, managing director of Kavli UK which produces Primula Cheese, said: “Charity is very much at the heart of Primula’s work and so we are delighted to announce our partnership with the NSPCC in 2017.”