I think it sounds as though the problem my be heat and lack of water in their growing spell. They come up late and put on a lot of growth in a short time - down there in the "deep south" they will get temperatures much greater than we, for instance, would get up here in Aberdeen.
More humus in the soil would help retain moisture for longer, but we suspect that it is just pure heat that is causing them to flop. It may not appear to be particularly hot to the humans enjoying the season, but for these plants a London summer must be quite a shock.
Even up here we have trouble keeping primulas cool enough nowadays. Who knows if our roscoeas may be the next to feel the heat.