Imperial Brands adds red variant to Paramount range

Imperial Brands has expanded its value cigarette range, Paramount, with the launch of Paramount Red Superkings.

Based on Imperial Brands’ goal to expand choice within the Paramount range, Paramount Red is built around an American Blend of tobaccos.

The latest addition will further broaden the appeal of the Paramount range and is expected to appeal to the UK market where the value price segments are in growth and account for 17% share of the total market.

Available now across independent and wholesale outlets, Paramount Red carries an RRP of £14.80.

Shirley Soccio, head of consumer marketing UK & Ireland at Imperial Brands, said: “The value cigarette segment continues to gain momentum, growing by 2% over the past year and now representing 38% of total UK cigarette sales. This sustained growth reflects a clear consumer demand for products that deliver trusted quality at an accessible price point.

“Paramount was launched to meet this growing demand, and the introduction of Paramount Red Superkings further strengthens the brand’s offering by giving adult smokers even more choice within a proposition that successfully combines quality and value.

“As consumers increasingly seek premium-value options, retailers have a strong opportunity to capitalise on this trend by stocking Paramount Red Superkings and maximising sales within this expanding segment.”