JTI is to extend its Sovereign range to include a Menthol Superkings variant.

Available from early September, Sovereign Menthol Superkings 19s will have an rrp of £6.50 and come in pricemarked and non-pricemarked packs.

The new offering hopes to build on the momentum of the Sovereign brand which has developed a 3.5% share of market since its launch last year (Nielsen). According to JTI, the brand caters to the increasing number of existing adult smokers who are looking to the value segment.

JTI’s head of communications Jeremy Blackburn said:  “Sovereign Menthol Superkings is an incredibly well positioned offering, meeting three important criteria for a successful launch: a relevant product, at a value price from a credible British tobacco brand.

“Alongside the existing Sovereign House, which continues to exceed expectations as the UK’s fastest growing cigarette brand1, Sovereign Menthol Superkings is a must-stock product for retailers.”