Benson & Hedges Blue has extended its offering with the addition of a new capsule variant, available in Superkings size.

Available now, the new capsules tap into the growing capsule segment, which is now worth over £630million a year in independent and symbols alone, and accounts for 13% of total cigarette sales in the UK (Nielsen Market Track Nov 2017).

B&H Superkings Blue Dual (rrp £8.00) offers extra length and extra value, allowing retailers to maximise on the profit opportunity presented by both the Ultra Value and Superkings segments. The demand for Superkings in the Ultra Value market has grown by 45% in in the last year (Nielsen Market Track Dec 2017) alone, as consumers seek out value for money products.

Stephane Berset, head of marketing UK at JTI, said: “B&H Blue has performed exceptionally well since its launch in 2014, as consumers look for affordable products, with a quality they can trust.

“We’re constantly looking to bring new, innovative products to the market in line with demand. This latest extension will help retailers capitalise on the popularity of capsule and Superkings size cigarettes, as well as the current trend towards Ultra Value.”