About us

Prima was born from a simple idea: that a crunchy bite can be a small but meaningful part of everyday moments. From our first sticks to today’s diverse product range, we have stayed true to what has defined us from the very beginning: simplicity, quality and a taste that is easy to remember.

As early as the 1960s, Prima Sticks became recognisable for their simplicity and transparent packaging, which showcased their defining feature: their crunchiness. They quickly found their place in everyday life and became a favourite snack for generations.

As consumer habits evolved, so did the world of Prima. The 2000s marked the beginning of a new phase of development, introducing new flavours such as sesame sticks and filled varieties, offering a richer and more diverse snacking experience. The product range expanded, while the brand adopted a more contemporary look, keeping pace with changing consumer needs and new ways to enjoy Prima.

In the years that followed, the focus became even clearer: innovation and variety. Wholegrain options, tomato-flavoured sticks, buckwheat sticks and grissini were introduced as modern interpretations of a familiar favourite. Each new product line shared the same goal: to find its place in different routines and occasions.

In the latest phase of its development, Prima has taken another step forward. Greater emphasis has been placed on ingredient quality and a more responsible approach to production. Recipes have been improved, palm oil has been removed, and Halal and Vegan certifications have been introduced, alongside a clear commitment to more sustainable growth and expansion into new markets.

Today, Prima is much more than a single product. It is a collection of small, crunchy moments that fit different lifestyles, from spontaneous breaks to carefully chosen snacks. And at the heart of it all remains our guiding idea: simple, delicious and always there at just the right moment.