JTI is expanding its ultra-value offering with two new lines. Benson & Hedges Blue is launch a new rolling tobacco offering, Benson & Hedges Blue Rolling, whilst Mayfair will introduce a new RMC range – Mayfair Silver.
Available across all channels later this month, Benson & Hedges Blue Rolling includes Virginia tobacco blend and 100 papers within the 30g and 50g pouches, with an RRP of just £13.65/£22.35 per 30g/50g and will be available across England and Wales only. Mayfair Silver will be available in both King Size and Superkings at a RRP of £10.15* per 20 pack, and will be available across England, Wales and NI. There will also be promotional offers in selected wholesalers at an introductory RRP of £10.00* per 20 pack for Mayfair Silver, and an introductory RRP of £13.00* (30g) and £21.35* (50g) for Benson & Hedges Blue Rolling, all offers are available for a limited time and while stocks last.
Marketing director at JTI UK, Mark McGuiness, said: “We know that for many existing adult smokers, price is a key factor when deciding what brand to purchase. By offering iconic brands like Mayfair and Benson & Hedges at new ultra-low prices, retailers can capitalise on both Mayfair Silver and Benson & Hedges Blue Rolling’s brand heritage, with products that also offer a competitive price point. We have a proven track record of innovation from other established heritage brands, so we’re confident these line extensions will be well received by customers. Retailers should price at the RRP to maximise the sales opportunity and drive incremental sales in the category.”